iOS 14.5: Apple's No-News Update

May 3rd, 2021
Apple iPhones, iPads, and watches on white background

Last week, Apple released its iOS 14.5 update (and has since released iOS 14.5.1) that includes several new features. The hot topic being discussed is the ability for users to take control of how their data is being used through their App Tracking Transparency (ATT) framework. This has created unanswered questions for businesses and individuals alike.

What’s going on with Apple's latest software update?

iOS 14.5 users now have the ability to opt-out of data tracking through in-app pop-ups, which require apps to request permission to track user activity across apps and websites. Historically, these permissions were not mandatory for apps to track and share various forms of data, which heavily supported targeted advertising. 

Who does this impact?

The short answer, a lot of people.

  • Companies who rely on data tracking to generate ad revenue (Facebook being the big name here)
  • The digital advertising industry could be reshaped and face new challenges
  • Data brokers will experience new barriers when tracking and sharing user data 
  • iOS users now have more control over their privacy and data

What are the major concerns?

Have you ever wondered how a social media platform knows exactly which products you had considered purchasing? The digital advertising world has used data tracking to produce personalized ads for years. Monitoring a user’s behavior across apps and websites allows these ads to be hyper-targeted and typically perform well. Now that iOS users have more control over their data and privacy, some businesses and advertisers are worried that these barriers may produce a potential decrease in revenue.

It will take some time to follow this and fully understand how businesses, big and small, may be impacted. If you’re feeling a bit unsure and want to chat about it, schedule a one-on-one meeting with our team and we’ll work through it together.

Additional reading to learn more about this update: