Apple has just hit its big rival Facebook with a major new privacy decision following the launch of iOS 14.5.
Apple’s iOS 14.5 has launched, as well as the long-awaited App Tracking Transparency (ATT) privacy feature, which highlights following you on your iPhone and gives you the option to stop it.
Now that its new iOS update has arrived, the iPhone maker is wasting no time promoting its privacy credentials, via a new publicity that hits data-hungry apps like Facebook.
In the new privacy ad, Apple highlights how businesses can track your activity on other apps and services. Apple’s ad shows a man buying coffee, and as he leaves he is followed as he checks his bank balance and buys cream for an embarrassing itch. Every time he visits a new store or a new department, the man is followed by a growing crowd.
When the man sits he sees a notification on his iPhone that reads: “Allow Pal About to track your activity on other apps and websites?” with the option “Allow” or “Ask the application not to track”.
This is of course Apple’s native iOS ATT prompt.
The man then chooses not to allow tracking and all of the people who followed him throughout the commercial suddenly disappear as the background music chants “why don’t you mind your own business? “
The announcement ends with one of Apple’s privacy slogans: “. It’s the iPhone.
iOS 14.5 sees ATT launch
Apple’s launch of iOS 14.5 and the new ATT feature didn’t go without a hitch: the Allow apps to ask to follow button was greyed out for some iPhone users, but a recent update, iOS 14.5.1, fixed this problem. Meanwhile, some app makers have been slow to show ATT prompts or have avoided updating their apps to include them.
Overall, however, ATT is well received and has really taken a hit with apps like Facebook that base their business models on tracking data to enable advertising. So much so that only 4% of iPhone users opted for app tracking in the United States.
As privacy becomes more important in all user ratings, Apple offers transparency into what data is collected and used to track you, and that’s the most important thing.