Just recently, Apple released the iOS 14.5 update. With the update, Apple has introduced App Tracking Transparency which basically gives users the choice of whether or not they want apps to be able to track them. The feature was actually announced back in 2020 and some companies, such as Facebook, felt that this would be detrimental.
Of course, there was always the possibility that some users could leave the feature on, but it looks like that is not the case. According to the latest data from analytics firm Flurry, it seems that based on the data they have gathered, a whopping 96% of iOS users who have updated to iOS 14.5 have opted not to be tracked.
While we think that most people probably do not want to be tracked, it’s actually surprising that the number is that high. Of course, this only covers iOS users who have updated to iOS 14.5, as opposed to the entire iOS user base, so there are still plenty of iOS users out there who haven’t updated or have ineligible devices that are still being tracked.
These are hardly the official figures so take it with a grain of salt for now, but if they are accurate, it seems that Facebook and other companies that rely on serving up personalized ads really do have something to be concerned about.