This website requires JavaScript.

Apple Stands Behind New App Tracking Transparency Feature, Despite Criticism

Nadia Ali

| 1 month ago


It appears that Apple is putting its customers first.

The tech giant recently confirmed that they are moving forward with implementing a new App Tracking Transparency feature to notify users when companies want to track them across apps and websites.

Backlash from Developers and Advertisers

The App Tracking feature was initially introduced back in September 2020 as part of their iOS 14 upgrades.

In just two months, heavy criticism from major app developers like Facebook caused Apple to delay carrying out the feature as planned. It now has a release date of sometime in early 2021.

How The Feature Works

The feature would require apps to gain customers' consent before the IDFA (Identifier for Advertisers) to track user behavior.

It provides users with the option to opt-out of data collection and chooses whether advertisers can track their activity.

Facebook claimed advertisers would experience a more than 50% decrease in Audience Network publisher revenue from losing customers' personalized data information to cater advertisements to their interests.

Apple's Response

Following the criticism, Apple's software chief, Craig Federighi, explained its decision to The Independent, emphasizing Apple's core value of respecting its users' privacy and ability to secure their information.

Federighi states it's the best move for everyone involved, even the advertisers who currently have a sour taste about the feature, because it increases the trust between users, companies, and advertisers.

Also, there is a gray area in which all parties can exist and thrive within, whether that be users or advertisers and developers.

He names the SKAdNetwork tool as an example. This tool shows advertisers when an ad they showed a user-led to a sale in a privacy-protecting manner.

All in all, the new App Tracking Transparency feature seems to be a step in the positive direction - despite what Facebook says.

Products Covered

allapplenews-product-iPhone 12 and 12 mini
iPhone 12 and 12 mini
Release Date
October 2020


• 5.4" / 6.1" OLED Display & 458 PPI
• iOS 14
• A14 Bionic Chip
• 3D Camera
• Rechargeable Lithium-Ion Battery


The iPhone 12 has been long-anticipated as the next-gen iPhone, and now, it's here. Offering 5G connectivity, the A14 chip, new camera systems, and more, the iPhone 12 upgrades everything. With a refreshing design of the iPhone frame itself, the iPhone 12 sets up the iPhone product line for the future.

Want products news and updates?

Sign up for our newsletter to stay up to date.

We care about the protection of your data. Read our Privacy Policy.