Apple-Commissioned Report Says App Tracking Transparency Hasn't Significantly Benefitted Company
Apple is unlikely to have seen a significant financial benefit from App Tracking Transparency since the privacy feature launched last year, according to Kinshuk Jerath, Professor of Business in the Marketing Division at Columbia Business School.
In an Apple-commissioned report, Jerath said claims that billions of advertising dollars moved from companies like Meta to Apple due to the introduction of App Tracking Transparency are "speculative" and "lack supporting evidence."
Jerath provided three reasons for his opinion:
- Apple's Search Ads business is a small part of the overall mobile advertising market
- Growth in Apple's Search Ads business predated the introduction of App Tracking Transparency and is likely driven in part by other factors, such as continued overall growth of mobile ads and app install ads and the expansion of the Search Ads business to China in July 2021
- Apple provides a prompt during the iOS setup process that enables users to turn off Personalized Ads on their device
In October 2021, the Financial Times reported that App Tracking Transparency had resulted in a "windfall" for Apple's advertising business. The report claimed that Apple's share of the mobile app advertising market tripled in the six months after the feature was introduced. Apple said the feature was designed to protect users and not to advantage the company.
Apple did not provide any internal figures to support the report's findings.
Popular Stories
In the iOS 26 release notes, Apple is warning iPhone users that installing the new software might have a temporary impact on battery life, which is normal.
A new support document explains that major iOS updates require background setup like indexing data and files for search, downloading new assets, and updating apps.
Further, Apple says that new features could require more resources,...
Apple today released updated firmware for the AirPods Pro 2 and the AirPods 4, introducing support for the new AirPods features that are included in iOS 26, iPadOS 26, and macOS Tahoe.
The firmware has a build number of 8A356, and it replaces the current 7E93 firmware.
With Apple's new software updates, the AirPods Pro 2 and the AirPods 4 support better audio quality for phone calls and...
iOS 26 was finally released on Monday, but the software train never stops, and the first developer beta of iOS 26.1 will likely be released soon.
iOS 18.1 was an anomaly, as the first developer beta of that version was released in late July last year, to allow for early testing of Apple Intelligence features. The first betas of iOS 15.1, iOS 16.1, and iOS 17.1 were all released in the second ...
Wednesday September 17, 2025 2:56 pm PDT by
Juli CloverIt's been two days since iOS 26 was released, and Apple's new Liquid Glass design is even more divisive than expected.
Any major design change can create controversy as people get used to the new look, but the MacRumors forums, Reddit, Apple Support Communities, and social media sites seem to feature more criticism than praise as people discuss the update.
Complaints
There are a long...
Apple's annual September event is now in the rearview mirror, with the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, iPhone Air, Apple Watch Series 11, Apple Watch Ultra 3, Apple Watch SE 3, and AirPods Pro 3 set to launch this Friday, September 19.
As always, there is more to come. In his Power On newsletter today, Bloomberg's Mark Gurman said Apple plans to release many products in the...
Apple released iOS 26 on September 15, and it's now available for all iPhone users with a compatible device. There are a lot of changes and features to learn about, so if you want a quick, easy-to-read list that outlines what's new, we've got you covered.
Design
Liquid Glass design that reflects light and refracts what's underneath. It's system wide, with dynamic tab bars and toolbars...
Apple has now made iOS 26 available to download on compatible iPhone models, and if you just installed the new software, Apple has made some changes and feature additions to the iPhone Lock Screen that you may want to check out.
To download iOS 26 on your iPhone, go to Settings ➝ General ➝ Software Update, then let your device check Apple's servers for the latest software. Wait for the...
