Apple announces its iOS 14.5 update 1:01
(CNN Business) -
Apple on Monday launched an important privacy feature that will allow iOS users to decide how they want their personal data handled, a move that has worried some companies, including Facebook.
IOS users must now grant explicit permission for apps to track their behavior and sell their personal data, such as age, location, spending habits, and health information, to advertisers.
While many apps have allowed people to manage or opt out of this for years, it is generally buried in user settings and talkative privacy policies.
The new App Tracking Transparency feature, now available as an
iOS 14.5
software
update
, will usher in a wave of privacy awareness, especially as permission requests start pouring in from apps that people never have. he thought they were being tracked.
Developers are now required to ask users via a pop-up alert if they can "track their activity on other companies' apps and websites."
People who opt out will see fewer personalized ads.
The application developer controls when the message appears.
And once a user makes their choice, they can change their mind in the settings.
Here's what Apple unveiled at its first event of 2021: purple iPhone 12, AirTag, colorful iMac, and more
AirTag, how much will Apple's new product cost?
1:17
While some data can help users organize their tours, tag photos, or track locations so a nearby store can offer discounts, "some apps have more built-in trackers than they need," Apple said in a video posted on YouTube. Monday.
«They collect thousands of data about you to create a digital profile to sell to others.
These third parties use your profile to target you with advertisements and may also use it to predict and influence your behaviors and decisions.
advertising
This has been happening without your knowledge or permission.
Your information is for sale.
You have become the product, ”Apple said in the video.
Apple's effort has affected some companies that rely on data tracking to target users with personalized advertising. Facebook, which makes almost all of its revenue through advertising, warned investors in August that changes
to Apple's
software
could hurt its business if people start opting not to track.
"People are going to be a little angry and opt out of Facebook to sell their data," said Mike Audi, founder and CEO of TIKI, a service that allows users to see what data and how companies are tracking them online. "The upshot is that the brands we really want to share our data with may no longer get the data they trust to give you a seamless and hyper-personalized customer experience."
In December, Facebook ran ads in The New York Times, Wall Street Journal and The Washington Post in which it raised objections about how the change will cause "devastating" harm to millions of small businesses that advertise on its platform, many of them. who are dealing with the consequences of the pandemic.
He also held a press event to highlight small businesses that are opposed to the change and introduced a new hashtag to discuss it.
Apple scoffed at the requirement at its Apple Worldwide Developers Conference in June.
The company has worked to position itself as an advocate for consumer privacy, describing the changes as stemming from its belief that "privacy is a fundamental human right."
Apple added new tags in December to its App Store that explain what kind of user data is collected and shared for each app, from financial and location information to browsing and purchase history.
USA: Apple increases investment 1:24
The business impact of Apple's data privacy
Data experts say that large companies, such as Facebook and other well-known brands, will have to work to navigate the changes, but it is small and medium-sized companies that may not have certain resources, such as dedicated analytics teams and engineers, that You may have a harder time reaching potential customers.
"Many small businesses are leveraging data sharing to target and measure ads on Facebook and Instagram," said Eric Schmitt, senior managing analyst at market research firm Gartner.
"It's fair to say that the benefits of digital advertising for some of these companies will decline."
Facebook has tried to promote the benefits of data collection before Apple's privacy change.
Accepting these prompts does not result in Facebook collecting new types of data.
It just means that we can continue to provide people with better experiences, ”he wrote in a blog post in February.
Meanwhile, Google announced changes to its advertising policies ahead of Apple's new feature earlier this year, noting that it will no longer use certain identifiers for advertising, such as showing you an ad for a bike you've previously searched for.
"We are working hard to understand and comply with Apple's guidelines for all of our applications in the App Store," the company said at the time.
Various studies show that when given the opportunity to choose not to sell or share their data, many people will take that path.
But companies are likely to adapt.
"I'm confident that businesses, especially Facebook, will do well after the app's tracking features are removed," said Daniel Barber, CEO of data management company DataGrill.
"Change spurs innovation, and I hope that Facebook, ad tech companies, and any other business affected by this will find innovative new ways to communicate with their audiences."
He said that increased awareness of data privacy could also put more pressure on government officials to develop a federal bill to protect user privacy.
Apple's move to iOS ushers in a more transparent future, as consumers will be even more aware of how apps handle their data.
"The most exciting part is that users will start to wait and demand more control over their data," said Audi. "
The fastest way to get a company to make a change is to make its users angry. "
Manzana