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.
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.
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.
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.
Tuesday April 15, 2025 6:31 am PDT by Tim Hardwick
Apple is preparing a "bold" new iPhone Pro model for the iPhone's 20th anniversary in 2027, according to Bloomberg's Mark Gurman. As part of what's being described as a "major shake-up," Apple is said to be developing a design that makes more extensive use of glass – and this could point directly to the display itself.
Here's the case for Apple releasing a truly all-screen iPhone with no...
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices.
Below, we recap key changes rumored for the iPhone 17 Pro models as of April 2025:
Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone ...
The first iOS 19 beta is less than two months away, and there are already a handful of new features that are expected with the update.
Apple should release the first iOS 19 beta to developers immediately following the WWDC 2025 keynote, which is scheduled for Monday, June 9. Following beta testing, the update should be released to the general public in September.
Below, we recap the key...
Wednesday April 16, 2025 11:28 am PDT by Joe Rossignol
If you have been experiencing issues with wireless CarPlay in your vehicle lately, it was likely due to a software bug that has now been fixed.
Apple released iOS 18.4.1 today, and the update's release notes say it "addresses a rare issue that prevents wireless CarPlay connection in certain vehicles."
If wireless CarPlay was acting up for you, updating your iPhone to iOS 18.4.1 should...
Thursday April 17, 2025 4:12 am PDT by Tim Hardwick
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models simultaneously, which is why we often get rumored features months ahead of launch. The iPhone 17 series is no different, and we already have a good idea of what to expect from Apple's 2025 smartphone lineup.
If you skipped the iPhone...
Apple may have updated several iPads and Macs late last year and early this year, but there are still multiple new devices that we're looking forward to seeing in 2025. Most will come in September or October, but there could be a few surprises before then.
We've rounded up a list of everything that we're still waiting to see from Apple in 2025.
iPhone 17, 17 Air, and 17 Pro - We get...
Wednesday April 16, 2025 10:11 am PDT by Juli Clover
Apple today released iOS 18.4.1 and iPadOS 18.4.1, minor updates to the iOS 18 and iPadOS 18 operating systems that came out last September. iOS 18.4.1 and iPadOS 18.4.1 come two weeks after the launch of iOS 18.4 and iPadOS 18.4.
The new software can be downloaded on eligible iPhones and iPads over-the-air by going to Settings > General > Software Update.
There have been complaints about ...
Apple today updated its vintage products list to add the 2018 Mac mini and the iPhone 6s, devices that will get more limited service and repairs now that they are considered vintage.
The iPhone 6s initially launched in 2015, but Apple kept it around as a low-cost device until 2018, which is why it is only now being added to the vintage list. The iPhone 6s had Apple's A9 chip, and it was...
Wednesday April 16, 2025 10:16 am PDT by Juli Clover
Apple today released macOS Sequoia 15.4.1, a minor update to the macOS Sequoia operating system that launched in September. macOS Sequoia 15.4.1 comes two weeks after the launch of macOS Sequoia 15.4.
Mac users can download the macOS Sequoia update through the Software Update section of System Settings. It is available for free on all Macs able to run macOS 15.
According to...
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.
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.
