On Thursday, iOS 15 beta testers who opened Apples App Store or Stock apps existed with a pop-up asking for approval to make it possible for customized advertising.
This is the very first time Apple has actually asked users to opt in to customized ads in its own apps.
Its a big offer, however theres also a huge caution: Personalized marketing is still made it possible for by default on iOS 14 and all older variations of Apples mobile os.
Still, why make the relocation now?
For one, Apple is up to its eyeballs in antitrust scrutiny.
This modification might likewise be a concession on Apples part in response to a problem submitted in March by Frances data protection guard dog, the CNIL. According to the grievance against Apple, brought by France Digitale, a lobbying group representing French start-ups, the company remained in breach of GDPR for tracking users within its own apps without asking for authorization.

3rd parties, naturally, aka anyone not called “Apple,” are needed by Apple to get permission through Apples AppTrackingTransparency structure if they wish to use the IDFA for advertisement tracking. Those changes, unrelated to GDPR consents apps may independently need to seek, went into effect with the iOS 14.5 release.
The fact Apple is requesting permission to allow its own targeted ads is a tacit recommendation of sorts that it wasnt complying with GDPR in the past.

There are a lot of concerns that stay unanswered.
Among the biggies is whether Apple will just request consent for advertisement tracking for iOS 15 devices and above. If so, that implies iPhone users are still automatically opted in to Apples personalized marketing across its previous mobile os.
ATT does not apply to Apple, so in order to pull out, users of iOS 14.5 and below need to dig deep in their settings.
Another related problem is that third-party developers with users in Europe still need to display 2 different consent pop-ups– an ATT pop-up to appease Apple and whatever pop-up they d currently created to abide by GDPR– in case it turns out the authorities in Europe decide ATT isnt adequate to fully abide by GDPR.
Whats the outcome?
On iOS 14, Apple does not request for permission at all to run customized ads in its own apps.
For iOS 15 and up, Apple will deign to make the demand.
All other designers will have to ask twice in order to get the consent they need to be compliant with the law and adhere to Apples platform rules– and multiple pop-ups aint fantastic for the user experience.

They broke users privacy for years. Still not applying ATT.
— Nicolas Rieul (@nicolasrieul) September 2, 2021

They breached users personal privacy for years. Still not using ATT. #Selfpreferencing congrats @FRdigitale & #x 1f44f; & #x 1f3fb; pic.twitter.com/eti1vxBiYQ