It’s hard to say precisely why Apple has adopted its own “higher standards” regarding privacy and personalized ads now and not at first when iOS 14.5 was rolled out. With iOS 15, Apple has taken steps to address this complaint by announcing that Apple’s preloaded apps will now follow the same privacy conditions set by iOS 14.5 for third-party apps, where users are prompted for disabling app tracking.
Conversely, Apple’s preloaded apps have not been subject to the same privacy restrictions. This includes the caveat that developers cannot restrict users or limit the app if they opt out of app tracking. IOS 14.5 required app developers that track via IDFA (Identifier for Advertisers) to prompt the user for consent at the time of downloads and updates. Ever since Apple’s ATT (App Tracking Transparency) privacy changes from iOS 14.5 had set the digital marketing world on fire, burning a significant portion of the platform’s personalized advertising market into ashes, App developers, publishers, and marketers have had a legitimate anti-competition grievance as Apple has been able to deliver its own form of personalized ads without the same limitations it put on third-party developers.
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