Apple has started rolling out the latest iOS 14.5 software update to iPhones. The new version comes with an enhanced privacy feature which Apple calls App Tracking Transparency. 

“What is that?” you may ask.

Well, an avid smartphone user probably knows that there are several apps in your iPhone that implicitly or explicitly access data related to your app usage, your device’s Advertising Identifiers, stuff like GPS location, and browsing patterns. These apps are thus not only recording your activities within their app but also outside that. And they procure the coalesced tracked data and utilize the insights for displaying targeted ads and suggestions. Now what the new privacy feature of Apple does is that it will restrict the apps from tracking your data across other apps and sites without your permission.

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And here’s how it works —

How to prevent apps from tracking in iPhones

In the previous versions of iOS, users could just turn off the tracking by going to Settings > Privacy > Tracking > and disabling ‘Allow Apps to Request to Track.’ However, with the newer iOS 14.5, you get more controls. 

As is with the case of regular permission-seeking pop-ups that appear whence you install new apps, you will be asked to set your selection here too. Follow the instructions below:

  1. The app publishers will show you a pop-up as soon as the app is installed.
  2. The two options are: (i) Ask App Not to Track and (ii) Allow
  3. If you are not interested in tracking, you should select the first option else ‘Allow’.

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Users can further change the tracking permissions and check the apps which have asked for tracking within the settings page. This can be done whenever you wish. Anyways, to do so, follow these steps:

  1. Go to Settings > Privacy > Tracking 
  2. The Tracking page will show a list of apps with given and denied permissions. You can change the settings as per requirement.
  3. Users can allow or revoke the tracking of all apps at once as well by enabling or disabling ‘Allow Apps to Request to Track.’

With iOS 14.5’s ATT, Apple is letting its user better control their smartphone data privacy. And as a side note, you can also look into the Analytics & Improvements and Apple Advertising toggles, also within Settings > Privacy > Tracking.

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