Analytics Suggest 96% of Users Leave App Tracking Disabled in iOS 14.5

An early look at an ongoing analysis of Apple's App Tracking Transparency suggests that the vast majority of iPhone users are leaving app tracking disabled since the feature went live on April 26 with the release of iOS 14.5.

tracking disabled ios 14 5
According to the latest data from analytics firm Flurry, just 4% of ‌iPhone‌ users in the U.S. have actively chosen to opt into app tracking after updating their device to iOS 14.5. The data is based on a sampling of 2.5 million daily mobile active users.

When looking at users worldwide who allow app tracking, the figure rises to 12% of users in a 5.3 million user sample size.

att opt out flurry analytics1
With the release of iOS 14.5, apps must now ask for and receive user permission before they can access a device's random advertising identifier, which is used to track user activity across apps and websites. Users can either enable or disable the ability for apps to ask to track them. Apple disables the setting by default.

Since the update almost two weeks ago, Flurry's figures show a stable rate of app-tracking opt-outs, with the worldwide figure hovering between 11-13%, and 2-5% in the U.S. The challenge for the personalized ads market will be significant if the first two weeks end up reflecting a long-term trend.

att opt out flurry analytics2
Facebook, a vociferous opponent of ATT, has already started attempting to convince users that they must enable tracking in iOS 14.5 if they want to help keep Facebook and Instagram "free of charge." That sentiment would seem to go against the social network's earlier claim that ATT will have a "manageable" impact on its business and could even benefit Facebook in the long term.

Flurry Analytics, owned by Verizon Media, is used in over 1 million mobile applications, providing aggregated insights across 2 billion mobile devices per month. Flurry intends to update its figures every weekday for the daily opt-in rate as well as the share of users that apps cannot ask to track, both in the U.S. and globally.

Related Forum: iOS 14

Top Rated Comments

Artemis70 Avatar
14 months ago
Why would anyone ever choose to turn on tracking? Open to any use cases....
Score: 47 Votes (Like | Disagree)
adrianlondon Avatar
14 months ago
The default is for tracking to be disabled when iOS 14.5 is installed. So in reality this is "4% of users have opted in to having apps ask whether to track or not". 96% of users have just done nothing.
Score: 38 Votes (Like | Disagree)
anubis09 Avatar
14 months ago
If Facebook wants to play the free card I’ll gladly delete my account and request a refund on all the free data they collected.
Score: 38 Votes (Like | Disagree)
boyreinvented Avatar
14 months ago
Facebook doesn’t get it. We’re not loyal to them.

I wish Apple would make a social network like Facebook was when it first started. No companies, just people.
Score: 34 Votes (Like | Disagree)
humankapital Avatar
14 months ago

Why would anyone ever choose to turn on tracking? Open to any use cases....
I had it disabled out interest.
I just wanted to know which app had the audacity to ask me in the first place. Then I deleted the least important ones.
Score: 25 Votes (Like | Disagree)
hagar Avatar
14 months ago
If the industry took this seriously and transparently, they wouldn’t be in this mess right now. They took what was not theirs behind our backs.
Score: 25 Votes (Like | Disagree)

Related Stories

app tracking transparency twitter

Twitter Begins Asking Users to Enable Ad Tracking

Friday May 14, 2021 2:12 pm PDT by
Following an app update, Twitter today began asking users to enable ad tracking under Apple's App Tracking Transparency rules. After updating to version 8.65, which adds Spaces support, Twitter users will begin seeing a popup that asks them to "keep ads relevant" by allowing Twitter to track data from other companies like apps used and websites visited. Tapping "Continue" on the popup...
maxresdefault

Apple Shares New 'Tracked' Ad With Humorous Real-World Analogy of App Tracking Transparency

Thursday May 20, 2021 9:17 am PDT by
Apple today shared a new privacy-focused ad on its YouTube channel, highlighting App Tracking Transparency on the iPhone. In the spot, a man orders a coffee, and the barista follows him out as he gets in a cab, providing his date of birth to the cab driver. The cab driver and the barista follow him throughout his day, keeping track of his whereabouts and viewing his personal data....
tim cook mark zuckerberg

Apple's Privacy Rules to Blame for Facebook's Lower Than Expected Quarterly Growth, Says Zuckerberg

Tuesday October 26, 2021 3:46 am PDT by
Apple's privacy rules are "negatively affecting" Facebook, and its business, Facebook CEO Mark Zuckerberg claimed during its most recent earnings call. As a quick refresher, starting with iOS 14.5 and all newer versions of iOS and iPadOS, Apple requires that apps ask for users' permission to track them across other apps and websites. Under the App Tracking Transparency (ATT) framework, the...
Allow Apps Request Track Feature

Apple Explains Why 'Allow Apps to Request to Track' May Be Grayed Out on iOS 14.5

Wednesday April 28, 2021 5:28 am PDT by
Starting with the iOS 14.5, iPadOS 14.5, and tvOS 14.5 software updates released this week, apps must ask for permission before tracking your activity across other companies' apps and websites for targeted advertising purposes. On an iPhone or iPad, users can manage tracking permissions on an app-by-app basis in the Settings app under Privacy > Tracking, and there is also an "Allow Apps to...
generic tracking prompt green

Report: iOS Users Who Opt-Out of App Tracking Continue to Be Tracked by Facebook and Snapchat

Wednesday December 8, 2021 5:50 am PST by
"Loose" interpretations of Apple's privacy policies allow apps such as Facebook and Snapchat to continue tracking users for targeted advertising even when they have asked to not be tracked, The Financial Times reports. In May, Apple launched its App Tracking Transparency feature that allows users to opt-out of being tracked across apps and websites for advertising purposes. Seven months...
tim cook mark zuckerberg

Apple's Privacy Measures to Cost Facebook $10 Billion in 2022

Thursday February 3, 2022 12:30 am PST by
Facebook has said measures being taken by Apple on iOS that make it harder for platforms and apps to track users across other apps and websites will cost its business $10 billion in 2022. Facebook yesterday reported $33.67 billion in revenue, and while higher than expected, earnings per share were shy of analyst expectations. Facebook, renamed to Meta, also offered lower guidance for the...
tracking disabled ios 14 5

Apple Rolling Out Fix for Greyed Out App Tracking Transparency Toggle

Wednesday May 19, 2021 1:54 am PDT by
Apple appears to be ironing out a bug that meant some iOS 14.5 users were unable to adjust the "Allow Apps to Request to Track" setting that was rolled out as part of Apple's App Tracking Transparency (ATT) feature. In iOS 14.5, iPadOS 14.5, and tvOS 14.5, ATT requires that apps ask for permission before tracking your activity across other companies' apps and websites for targeted...
facebook

Facebook Crowned 'Worst Company of 2021' by New Survey

Sunday December 19, 2021 3:47 am PST by
Facebook, otherwise known as Meta, has been crowned the worst company of the year, following a turbulent 12 months of controversies, public backlash, and an eventual entire rebrand of the social media giant, according to a survey conducted by Yahoo Finance. Yahoo Finance every year crowns the best company of the year, with Microsoft taking the top spot for 2021. This year, however, Yahoo...

Popular Stories

apple ar headset concept 1

Apple's Headset Said to Feature 14 Cameras Enabling Lifelike Avatars, Jony Ive Has Remained Involved With Design

Friday May 20, 2022 6:50 am PDT by
Earlier this week, The Information's Wayne Ma outlined struggles that Apple has faced during the development of its long-rumored AR/VR headset. Now, in a follow-up report, he has shared several additional details about the wearable device. Apple headset render created by Ian Zelbo based on The Information reporting For starters, one of the headset's marquee features is said to be lifelike...
iPhone 14 Purple Lineup Feature

Will the iPhone 14 Be a Disappointment?

Saturday May 21, 2022 9:00 am PDT by
With around four months to go before Apple is expected to unveil the iPhone 14 lineup, the overwhelming majority of rumors related to the new devices so far have focused on the iPhone 14 Pro, rather than the standard iPhone 14 – leading to questions about how different the iPhone 14 will actually be from its predecessor, the iPhone 13. The iPhone 14 Pro and iPhone 14 Pro Max are expected...
sony headphones 1

Sony's New WH-1000XM5 Headphones vs. Apple's AirPods Max

Friday May 20, 2022 12:18 pm PDT by
Sony this week came out with an updated version of its popular over-ear noise canceling headphones, so we picked up a pair to compare them to the AirPods Max to see which headphones are better and whether it's worth buying the $400 WH-1000XM5 from Sony over Apple's $549 AirPods Max. Subscribe to the MacRumors YouTube channel for more videos. First of all, the AirPods Max win out when it comes ...
studio display 3

Apple's Rumored 27-Inch Mini-LED Display Now Said to Launch in October

Friday May 20, 2022 8:07 am PDT by
Apple now plans to release a new 27-inch display with mini-LED backlighting in October due to the Shanghai lockdown, which has resulted in production of the display being delayed, according to display industry consultant Ross Young. In a tweet, Young said Apple is in the process of moving production of the display from Quanta Computer to a different supplier and/or location, resulting in a...
HomePodandMini feature green

Kuo: Apple to Release New HomePod in Late 2022 or Early 2023

Friday May 20, 2022 8:55 am PDT by
Apple is working on an updated version of the HomePod that could come in the fourth quarter of 2022 or the first quarter of 2023, according to Apple analyst Ming-Chi Kuo. Kuo says that there "may not be much innovation in hardware design" for the new HomePod, and there is no word on what size the device will be and if it will be a HomePod mini successor or a larger speaker. Apple would ...
airtag purple

Best Apple Deals of the Week: Save on AirTag, AirPods 3, and iPads

Friday May 20, 2022 8:01 am PDT by
Solid markdowns on the AirTag, AirPods 3, and a few iPad models were introduced this week, and below you'll find all of the best deals of the past few days that are still available to purchase. AirTag Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. What's the...