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| Apple is pushing ahead with privacy despite opposition |
The software update, which supports nearly one billion iPhones, is expected to be available worldwide, as of this week. Critics fear that advanced data protection features will disrupt the world of online advertising.
Apple first requires app makers to tell users what tracking information they want to collect and to obtain permission to display so-called privacy stickers.
Apple's campaign has been going on for several months. This move created a major rift between Facebook and other technical competitors and could have a major impact on the privacy and mobile ecosystem.
Digital advertising is the lifeblood of internet giants like Google and Facebook and it pays off in exchange for tons of free online content and services.
Software updates for iOS running on iPhone, iPad, and iPod devices must contain "app tracking transparency" so that apps cannot track users or access device credentials without permission.
Apple said in an online message to developers this week: If you don't get user permission to enable tracking, the device's advertising identifier value will be completely zero and you may not be able to follow it.
According to Apple, some developers adopted the requirement earlier, and the requirements will apply to all iOS apps on Monday.
Analysts said new features could disrupt the app economy through digital ads and that the new policy is driving change.
The fact that digital mobile advertising cannot be ruled out is a fact that Apple is tracking, and explicitly removing this activity from the ecosystem will require a change in the mobile operating model, they added.
With more than a billion iOS devices actively used worldwide, changes to mobile operating systems can affect the effectiveness of digital advertising, and the change can be very significant.
Advertising platforms usually only pay when someone takes an action like clicking on marketing messages.
The advertisement becomes unnecessary because less information about users means fewer clicks and therefore fewer sales.
By providing free information and games, mobile and internet apps have thrived while advertising has generated revenue to keep the data center running and increase revenue.
While some people who use iPhone may be granted tracking permissions, marketers fear that many people will choose to keep it private.
Facebook warned earlier this year that changes made by Apple to its mobile operating system may make targeting ads more difficult.
Mark Zuckerberg (Mark Zuckerberg) said: Thanks to competing messaging service iMessage, Apple has become one of Facebook's biggest competitors and tightened its control over the App Store (the only gateway to iPhone apps).
He added: Apple is under pressure to use its dominance over its platform to disrupt the way we and other apps work, and Apple often does so in favor of their apps.
The social media giant noted that collecting new data and targeted ads from Apple is hurting small businesses.
Tim Cook defended the move, saying that individuals need to control whether they want to be tracked and who their data belongs to.
The app can still target popup ads based on the user's actions during the session.
One analyst said: Advances in artificial intelligence and data analytics should help platforms effectively achieve their goals with less user data.
He added: Advertisers should stay in touch with people instead of following them, which is a good thing for consumers and brands. I think Apple is right because we must always strive for transparency.