We already knew that iOS 15 would come with several privacy features that would further hurt the data-hungry habits of Google and Facebook. But now Apple has just revealed that iPhone users will finally have the choice of whether or not to enable Apple’s personalized ads on their devices.
According to a 9to5Mac report, iOS 15 will prompt users to ask if they want to enable Apple Custom Ads for their Apple ID. Currently, this option is enabled by default, which allows Apple to use your App Store purchase history and other factors to notify ads you see in News and Stocks, and to target App Store search ads. .
Despite Apple’s success in privacy encouraging Facebook and Google to be open and transparent about advertising and data collection, the iPhone setting will remain on until the launch of iOS 15. The only way to opt out currently is to deepen your settings.
If you want to opt out now, go to your iPhone Settings> Privacy> Apple Advertising and turn off the Personalized Ads button.
Apple’s New iOS 15 Privacy Movement, Why Now?
So why now? It would be nice to think that Apple made this new game-changing iPhone privacy movement because it wants to be better and has listened to calls to be more open about the data it collects. Additionally, bad press regarding the now-delayed CSAM features ahead for iCloud Photos and iMessage may have influenced Apple’s decision to add this privacy feature.
But it’s also a regulatory issue: Apple faces antitrust lawsuits, and adding this iPhone privacy feature could remove some of the regulatory heat. It might even be an answer to some of these legal cases.
“Antitrust can be damaging, which is why Apple is trying to clean the air by enabling this feature that gives users choice,” said Jake Moore, cybersecurity specialist at ESET. “Either way, this is a huge decision and potentially financially damaging because of the revenue generated from Apple’s ad targeting. “
Apple targets revenue a lot through its service arm, and customers were becoming increasingly aware that while they were to actively opt for Facebook’s iPhone ad tracking, Apple didn’t offer the same choice.
Whatever the reason, Apple’s new iOS 15 movement is a game-changer for your privacy. As a regulation like the GDPR states, collecting data to serve you ads should be optional and transparency is an integral part so that you at least know what’s going on on your iPhone. There are plenty of other privacy features coming to iOS 15, so keep an eye on my page for more news, how-tos, and demos.