Suck it, Zuck — only 4% of US iOS users allow ad tracking

Suck it, Zuck — only 4% of US iOS users say ‘okay then’ to ad tracking

At the end of the day, all Apple wants is your money. Sometimes though, this desire for cash manifests as something that’s actually positive for users. And Apple’s app tracking transparency is one of those things.

With the launch of iOS 14.5, Apple included a feature that allows you to stop apps tracking you across multiple bits of software or websites. Facebook and Mark Zuckerberg hate it — and you can find a breakdown of the function here.

And — would you believe it? — it appears as though droves of iOS users are opting out of being tracked across apps. No. Surely not. Never.

A new report from Flurry analytics estimates that only 4% of active iOS users in America have opted in to ad tracking:

If you take the whole world into account, this rises to 12%. This global figure is based on a sample size of 5.3 million active daily iOS 14.5 users.

One of the interesting elements of app tracking transparency is there are two ways to use it. The default option is you get a pop-up when an app requests access. Something that looks like this:

app tracking transparency request — NOPE.

This function is what the figures above are based on. The other option available is to turn the “Allow Apps to Request to Track” off completely. You can see an example of this right here:

apple ad tracking transparency option — Make sure your iPhone looks like this too.

When this function is off, apps are automatically unable to track you. According to Flurry Analytics, only 5% of active iOS users worldwide have this restricted feature enabled.

Are you reading this on an iPhone? Then, friend, go and revoke access to this data right now. Let’s increase that percentage.

You can find it in: Settings > Privacy > Tracking.

App tracking transparency is undoubtedly a Good Thing™, but let’s not lose sight of why Apple is doing this: to make money. Privacy is now an Apple product. A very good one, mind, but something it wants you to shell out on.

Still, I’d rather buy that than the privacy-eroding shit Facebook’s selling. And it looks like Apple’s selfish move is coming up Milhouse for each any every iPhone user. That’s gotta be worth something.

Story by Callum Booth

Callum Booth is a freelance journalist with over a decade of experience. Previously, he was the Managing Editor of TNW, where his reporting (show all) Callum Booth is a freelance journalist with over a decade of experience. Previously, he was the Managing Editor of TNW, where his reporting was cited widely, including in VICE, the FT, and the BBC. Callum’s writing has appeared in The Verge, The Daily Telegraph, Time Out, and many more. He covers the full spectrum of technology, with a particular focus on how it shapes our daily lives. And a lot of regulation stuff too. Outside of work, Callum’s an avid bookworm, a Fisherman’s Friends addict, and resolutely unshaven. Follow him on Twitter @CallumBooth or visit www.callumbooth.net.