Apple releases new privacy ad for iPhone users

May 20, 2021 18:09 GMT  ·  By

Apple continues its iPhone privacy offensive, this time with an ad supposed to show everybody that apps can sometimes track you non-stop, getting access to all kinds of information you may not otherwise agree to share.

The ad itself is funny, but Apple’s message is pretty clear: apps can track everybody you do on your smartphone, and the iPhone allows you to block them from doing it.

The App Tracking Transparency policy

Apple is providing users with additional privacy controls as part of the iOS 14.5 update, as the company now requires applications to seek user consent before tracking them across other apps and websites.

The Cupertino-based tech giant insists this update is only supposed to put users in control of their privacy, therefore responding to criticism from advertisers and other companies like Facebook.

The social network has repeatedly accused Apple of introducing such controls for profit, not privacy, explaining that the new policy substantially affects advertisers.

“They’re hurting small businesses and publishers who are already struggling in a pandemic. These changes will directly affect their ability to use their advertising budgets efficiently and effectively. Our studies show, without personalized ads powered by their own data, small businesses could see a cut of over 60% of website sales from ads. We don’t anticipate the proposed iOS 14 changes to cause a full loss of personalization but rather a move in that direction over the longer term,” Facebook says.

Facebook, Instagram, and other apps have already been updated with new messages displayed upon launch in an attempt to convince users to allow the tracking. Facebook is going as far as claiming that enabling tracking allows the company to keep the app free, suggesting that otherwise, users could end up being forced to pay in order to continue using the app without tracking.