Just last week, Facebook and other major publishers sharply criticized Apple over iOS 14’s upcoming privacy changes that are expected to reduce mobile advertising revenue. A new report from The Information now says that Apple plans to delay the new app and website tracking feature.
Update: Apple has confirmed the delay in Alex Heath of this information and plans to launch the privacy feature “early next year” with a brief statement on why it decided to do so. Here is Apple’s full statement via Alex:
“We want to give developers the time they need to make the necessary changes, and as a result, the need to use this tracking permission will take effect early next year.”
Facebook has repeatedly criticized Apple over the new privacy feature in iOS 14, saying advertising revenue could drop by as much as 40 percent. Soon after, a group of publishers shared the same fears, one of which expects a 50% reduction in iOS advertising revenue.
A new report from The Information today states that Apple now plans to push the introduction of the default feature that will ask users if they are okay across apps and websites.
Apple has told some developers that it plans to delay the implementation of a controversial change to its next mobile operating system that will update how ads will be targeted on iPhones and iPads, according to people familiar with the matter.
Tensions between Apple and developers / advertisers have risen sharply over the past few weeks, with concerns raised shortly after Apple announced the new ad tracking privacy feature on the WWDC in June.
Sources outside of Facebook and other publishers who have publicly criticized Apple, data sources believe that the delay in the need for tracking is due to the reaction of several third parties, including some big game developers like Activation Blizzard.
There are signs that Apple has heard concerns from developers and advertisers. Since the announcement in June instead of IDFA, Apple’s App Store team has asked a handful of gaming companies, including Activision Blizzard, Tencent-owned Supersell and N3 Work, to let people familiar with the conversation know how the change will affect their business.
The data highlights the $ 76 billion tied to mobile ads each year and highlights how Apple could be affected by its own privacy features because advertising spending is often linked to freemium games that generate huge revenue in the App Store.
According to ad tech company Appsflyer, before the coronavirus epidemic broke out and Apple announced changes to its IDFA, earlier this year, according to app technology company Appsflyer, spending on ads to drive mobile app downloads is expected to reach nearly $$ 6 billion worldwide this year. . These ads typically fuel free-to-play games that monetize through in-app purchases, which in turn provide Apple with 30% of the revenue it takes from such transactions through the store.
The exact opposite of what developers need to comply with the new privacy features with the public release of iOS 14 will certainly be a source of frustration for many users and those who praised Apple for its privacy measures. And ironically, Apple has just released a new privacy-centric iPhone ad.
But Apple is still expected to introduce app tracking changes after giving developers and advertisers more time to adjust to the changes. A specific timeline is not known but the data suggests it could be in 2021.
FTC: We use revenue generating automated links. More
Check out 9to5Mac on YouTube for more Apple news: