At its global developer conference in June, Apple said its forthcoming iOS 14 update would allow users to opt out of in-app ad tracking, a privacy feature that quickly drew ire from advertising giants over fears that it would make it harder to deliver targeted ads to users.
But now Apple is delaying enforcing the feature until “early next year”, the company confirmed.
iOS 14, expected out later this year, will contain a new prompt that asks users whether they would like to opt into this kind of targeted ad tracking. Developers will be able to integrate this prompt into their apps as soon as iOS 14 is released, but they will not be required to, as Apple indicated they would earlier.
In a statement, Apple said:
We believe technology should protect users’ fundamental right to privacy, and that means giving users tools to understand which apps and websites may be sharing their data with other companies for advertising or advertising measurement purposes, as well as the tools to revoke permission for this tracking. When enabled, a system prompt will give users the ability to allow or reject that tracking on an app-by-app basis. We want to give developers the time they need to make the necessary changes, and as a result, the requirement to use this tracking permission will go into effect early next year.
Although Apple cites the necessity of giving developers time, major advertising companies like Facebook have warned that the change could severely impact their operations. “Apple’s updates may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14,” the company said in a statement last week.
Putting these lucrative partnerships in jeopardy could hit Apple’s bottom line as well and may even affect whether some apps or services are available at all.
The exact date when the policy would be enforced, and other details of this compromise, will be announced later.