Despite the great stir that it has raised among advertisers and other large technology companies, the Cupertino (California, USA) firm has prepared the application tracking transparency tool for the next release of the update of the operating system for iPhone, iOS 14.5.
Thereafter, Apple devices will require by default applications that receive the user permission before following their data through third-party portals and at the same time it will allow Internet users to check which applications have requested permission to follow them in their online browsing.
If users so wish, they can change these preferences and determine who they give permission to and who not in the settings menu of the iPhone or iPad, and even deny tracking all applications at once.
In recent months, Apple has been alerting its developers of programs that the change was approaching and some of them have been testing the new function in its beta mode, a company spokesperson told Efe.
The new privacy tool requires iOS 14.5, so those who decide not to update the operating system will not be able to use it.
Tracking through navigation
The digital profile of each user, called IDFA, identifies each Internet user based on their activities and previous consultations, which allows advertisers to follow users and direct tailored advertising campaigns to the tastes and interests of each specific consumer and, at the same time, measure the degree of effectiveness of the same.
From the moment it advanced this change in privacy policies last summer, Apple encountered the frontal rejection of Facebookwhose business relies heavily on online advertising and who argues that with its implementation, application developers could lose 50% or more of their advertising revenue.
Such is the rejection that your CEO, Mark Zuckerberg, came to describe Apple as a competitor to Facebook at the beginning of the year and therefore argued that the iPhone firm takes this measure “for competitive interests” and not “to help people.”