Report shows Apple’s new iPhone anti-tracking feature is devastating for Facebook

Apple rolled out iOS 14.5 a few weeks ago, which brings over a highly-anticipated privacy feature. App Tracking Transparency (ATT) forces developers to ask for consent before tracking users across iPhone and iPad apps and services. It’s the first time apps that collect data had to ask for permission to track users, explaining why Facebook isn’t happy with the change. Facebook protested the privacy features in iOS 14 via an ad campaign meant to convince people that Apple is the bad guy and that personalized ads are necessary for small businesses. Facebook went as far as to threaten that Facebook and Instagram might no longer be free if users block tracking. Separately, the company informed advertisers that ad campaigns would see significant changes following the iOS 14.5 rollout. Losing the inability to track users also prevents Facebook from offering advertisers stats about ad performance. Facebook also expects Apple’s privacy changes to impact its bottom line.

Estimates before iOS 14.5 came out had suggested that many people will block tracking if given the opportunity. Now that ATT is out, a brand new analysis shows that the vast majority of iPhone users choose to leave app tracking disabled on iPhone, proving the anti-tracking feature is a devastating blow to Facebook and other developers who make money from tracking customers and hoarding their data.