Apple made sweeping changes to the privacy settings available to users in iOS 14.5, dubbed App Tracking Transparency (“ATT”). The new operating system has been publicly available since April 26, 2021 and has advertisers and app makers losing their collective minds at the reality of losing the ability to track users.
While iPhone users have previously had a degree of control over which apps on their phones can track them across the web, iOS 14.5 moves from the Opt-Out design to an Opt-In design. The difference is staggering and gives us a taste of the privacy benefits that we receive when our ubiquitous devices adapt a privacy by default framework.
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