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Starting with iOS 14.5, iPadOS 14.5, and tvOS 14.5, Apple will require apps to obtain user permission to track their activity for targeted advertising purposes. This change is part of a privacy measure known as App Tracking Transparency.
In advance of the introduction of App Tracking Transparency, Apple CEO Tim Cook participated in an interview with the Toronto Star, in which he explained to the Canadian newspaperärtethat Apple is “not against digital advertising” and simply believes that users should have transparency and control when being tracked by apps for advertising purposes.
Tim Cook: “Digital advertising will perform well in every situation”
We are not against digital advertising. I think digital advertising will thrive in any situation because more and more time is spent online and less and less on linear TV. And digital advertising will do well in any situation. The question is, do we allow this detailed profiling to be done without your consent?
When asked about some large companies like Procter & Gamble that have reportedly tried to find ways around App Tracking Transparency, Cook said any pushback on the change is likely because companies will no longer be able to track users without them knowing, resulting in less data being collected to build a profile about users.
Apple: “Data protection is a fundamental human right”
The only reason you would object is if you think you're getting less data. The only reason you'd get less data is because people are consciously opting out and weren't asked beforehand.
Cook reiterated Apple's long-standing belief that privacy is a fundamental human right and said he believes privacy regulations around the world will eventually catch up with policies like App Tracking Transparency. Cook concluded by stating that App Tracking Transparency will launch "in a few weeks"—though he didn't provide a specific date. iOS 14.5 and other features are currently expected to be released by the end of the month. (Photo by Unsplash / Paul Hoenhorst)
