Apple delays major iOS 14 privacy feature until 2021

At the virtual WWDC 2020, Apple announced about tons of new features coming up in iOS 14 and iPadOS 14. Among them, one major privacy feature that allows users to opt for any in-app ad tracking system will now go into effect starting early next year instead of this fall as previously announced.

In ‌iOS 14 and iPadOS 14‌, users need to allow apps permission to access the Identifier for Advertisers (IDFA) beforehand in a more visible way. IDFA is used to track user behavior across apps and websites for displaying targeted ads and providing a more personalized ad experience.

We are committed to ensuring users can choose whether or not they allow an app to track them. To give developers time to make necessary changes, apps will be required to obtain permission to track users starting early next year. More information, including an update to the App Store Review Guidelines, will follow this fall.

Although the feature might be beneficial for users, app developers and companies who rely on ads for their business have shown disapproval for this iOS 14 feature. Facebook, among other companies, recently expressed concern about the drop it can cause in Audience Network publisher revenue due to the loss of personalization from ads within apps.

Apple had planned to launch this new privacy feature with the release of iOS 14 this fall. But it has now pushed to “starting early next year,” giving developers time to make necessary changes in their apps.

Additionally, Apple also provided an update on the App Store product pages regarding privacy information section. Developers are required to display their app’s privacy practices on the product page. Apple has published more information about the requirements of this feature, with submissions beginning by the end of next month. The feature will be visible to users by the end of the year.