Apple’s machinery for personalizing ads — based on your web and news browsing — was turned on by default. In iOS 15 it requires consent.
From Benjamin Mayo’s “iOS 15 now prompts users if they want to enable Apple personalized ads” posted Thursday on 9to5Mac:
For iOS 15 users, Apple has begun prompting for their consent to enable Personalized Ads for their Apple ID, which allows Apple to use your App Store purchase history and several other demographics, to inform what advertising is displayed in the News and Stocks apps, as well as for targeting App Store Search Ads.
Apple ad targeting, or ‘Personalized Ads’ as Apple calls it, was previously enabled by default without any kind of prompt. Users had to learn about the preference on their own and navigate four levels deep in Settings to disable it, running somewhat counter to Apple’s privacy-first image.
The fact it was on by default has also led to antitrust scrutiny, especially as Apple limited the ability of third-party ad networks to target individual users with the introduction of App Tracking Transparency. Yet, a very similar system for its first-party advertising did not ask for any such permission.
My take: Kara Swisher was pretty certain on TV Monday that Apple was never going to outrun the antitrust cops. I’m not so sure.