Under iOS 14, the operating system will warn users more clearly that the apps can track them.
iOS 14 and iPadOS 14 will make it harder to track users across the web, tracking prevention will no longer be limited to the browser, but will also be mandatory in apps. This is bad news for companies like Facebook, as their business model is based on individualized advertising, which follows platform users down to the very last corner of their digital life. How exactly this should work under iOS 14 we have described in this article.
Facebook chief financial officer David Wehner complains to CNBC about Apple’s actions and the possible consequences: “We are still trying to understand what these changes will look like and how they will affect us and the rest of the industry, but at least it will difficult for app developers and others to grow with advertising on Facebook and elsewhere. “
Wehner also believes that “… Facebook and targeted advertising are vital for small and medium-sized businesses, especially during the Covid 19 pandemic. We are concerned that the aggressive strategy of platform operators would take away these funds, especially in the time when the smaller companies need it to grow. “
However, Facebook’s chief financial officer is somewhat hypocritical with his arguments that it would particularly hurt small businesses if Apple more prominently emphasized the tracking in the apps. Facebook and its peers in particular would suffer from the new technology, since users will have more transparency at hand about which apps they track and with which means. And targeted advertising is not the only way to make your products and services known, other types of advertising are not so penetrating and can still work.
Tip: If you don’t want to wait until autumn and iOS 14, you can try the free option of the “Lockdown” app, which locks all more or less known tracking networks on the iPhone. (Macworld)