Apple's Internal Data Shows Many iOS 15 Users Turn Off Personalized Ads With Minimal Impact on App Store Search Ads
Starting with iOS 15 and iPadOS 15, Apple introduced a new "Personalized Ads" toggle during the setup process that makes it easier for users to turn off personalized ads in Apple apps such as the App Store, Apple News, and Stocks.
In a presentation shared with advertisers, obtained by MacRumors, Apple cited internal data showing that, in the first quarter of 2022, 78% of iOS 15 and iPadOS 15 search volume on the App Store was from devices with Personalized Ads turned off across all countries and regions where Apple's Search Ads business is available.
Apple's presentation emphasizes that advertisers can reach interested users without applying audience targeting to their search results campaign. In the first quarter of 2022, Apple's internal data shows that Search Ads had a 62.1% average conversion rate for iOS 15 users with Personalized Ads turned on versus 62.5% for iOS 15 users with Personalized Ads turned off across all countries and regions where Search Ads are available.
Apple said search terms are a direct signal of intent, with the presentation stating that 70% of App Store visitors use search to find their next app.
Apple's personalized ads rely solely on first-party data. In the App Store and Apple News, for example, Apple says a user's search and download history may be used to serve them relevant search ads. In Apple News and Stocks, ads are served based partly on what a user reads or follows, including publishers they have enabled notifications for.
It's worth noting that this data is unrelated to the App Tracking Transparency privacy feature, which only applies to apps using third-party data to track users.
Popular Stories
Apple's annual iPhone event is in the rearview mirror, but rumors suggest the company plans to release a handful of additional products before the year ends.
Will there be another Apple event this October? We discuss the possibility below.
Apple in October
Apple's most recent October events were in 2021 and 2023.
In 2022 and 2024, Apple did not host an October event. Instead, it...
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps.
Apple recently revealed that the feature would soon be available in North Dakota, and starting today, the feature has officially gone...
A handful of upcoming Apple products leaked yesterday, through a combination of YouTube videos out of Russia and U.S. Federal Communications Commission (FCC) documents that were released, despite Apple's confidentiality requests.
The leaked products include an iPad Pro with an M5 chip, as well as updated MacBook Pro and Apple Vision Pro models. All of these devices had already been rumored...
iOS 26 was released last month, but the software train never stops, and iOS 26.1 beta testing is already underway. So far, iOS 26.1 makes both Apple Intelligence and Live Translation on compatible AirPods available in additional languages, and it includes some other minor changes across Apple Music, Calendar, Photos, and Safari.
More features and changes will follow in future versions,...
An apparent unboxing video for an unannounced iPad Pro with the M5 chip was uploaded to YouTube today by Russian channel Wylsacom.
The same YouTube account leaked the 14-inch MacBook Pro with the M4 chip before it was announced by Apple last year, so this is likely a legitimate leak.
Based on the box shown in the video, this appears to be a 13-inch iPad Pro with an M5 chip, 256GB of...
The United States Federal Communications Commission (FCC) has seemingly confirmed Apple's work on an updated version of the Vision Pro headset.
One of several documents the FCC shared today references an Apple-designed "Head Mounted Device" with a model number of A3416. An included image confirms the device is a Vision Pro.
The FCC's uploads are transmission tests, SAR test reports, and...
Nearly two weeks after the iPhone 17 series launched, analysts at investment banking firm Morgan Stanley said demand for the devices has been "modestly stronger than we originally expected," based on a combination of extended shipping estimates on Apple's online store and information it gathered from Apple's supply chain.
There has been strong early demand for the iPhone 17, iPhone 17 Pro,...
The United States Federal Communications Commission has confirmed Apple's work on a new version of the MacBook Pro and several other products, leaking details on the devices ahead of launch.
The FCC published documents that reference model numbers that do not correspond with existing devices. A3434, for example, references an unreleased MacBook Pro, while other numbers are likely for...
Apple's two big yearly events, WWDC and the iPhone launch, are done and over with, but there are still some new products that we're expecting to see before the end of the year.
Apple TV
The Apple TV hasn't been updated since 2022, so it's due for a refresh. It doesn't look like Apple is going to change the design of its set-top box, but we can expect a faster chip
Apple code suggests...
Apple today released iOS 26.0.1 and iPadOS 26.0.1, the first updates to the iOS 26 and iPadOS 26 operating systems that came out earlier this week.
The new software can be downloaded on eligible iPhones and iPads over-the-air by going to Settings > General > Software Update.
According to Apple's release notes for the update, iOS 26.0.1 addresses a bug that could cause aberrations in...
