Apple is known for its privacy terms and requirements to protect its user’s data and important information. It has been internationally known for its security standards both in the system and on-cloud measures. They try and make sure all applications and platforms available to their users are made along the lines of strict protocols of Apple’s security degree. Apple is soon going to introduce its new and updated iOS 14 that has multiple new features that are going to change things drastically for the digital marketing domain.


According to Apple,” You’ll be required to provide information about some of your app’s data collection practices on your product page. And with iOS 14, iPad OS 14, and tv OS 14, you will need to ask users for their permission to track them across apps and websites owned by other companies.”

In simple terms, when you download an application on your smartphone, you give permission to those Apps to be able to collect and use your data, such as your location, app usage, interests, and much more. According to Apple’s new system update that works across all its products from iPhone, iMac Pro, and MacBook, every new application download in your system will require tracking permission from you, the user, to decide whether you want the application to be able to access your data.

Following are the incidents that are considered tracking under Apple’s own considerations:


  • Displaying targeted advertisements in your app based on user data collected from apps and websites owned by other companies.
  • Sharing device location data or email lists with a data broker.
  • Sharing a list of emails, advertising IDs, or other IDs with a third-party advertising network that uses that information to retarget those users in other developers’ apps or to find similar users.
  • Placing a third-party SDK in your app that combines user data from your app with user data from other developers’ apps to target advertising or measure advertising efficiency, even if you don’t use the SDK for these purposes. For example, using an analytics SDK that repurposes the data it collects from your app to enable targeted advertising in other developers’ apps.

It is through the AppTracking Transparency framework, that Apple will look after and execute this feature. Furthermore, you as the application/business owner must also include a purpose string in the system prompt that explains why you’d like to track the user. Unless you receive permission from the user to enable tracking, the device’s advertising identifier value will be zilch and you may not track them as described above.

This is going to affect the digital landscape negatively. It will affect all digital marketing platforms that used data from their applications to advertise and market products. Applications will be unable to receive and process conversion events from tools. The number of Apple users is enormous worldwide, the impact of this change for a whole row of organizations, users, and customers is going to be vast. For now, all we can do is either wait or find a way out to gather data from customers that is both respectful of their privacy and helps us achieve better results business-wise.

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