The new rules, which came into force in April as part of an iOS 14.5 update to the iPhone, force apps to get user consent to track their behavior by targeting them with ads.
However, many third parties continue to use resolution methods to identify dissident users, which critics say has puzzled what Apple’s new policy allows.
The result is that the amount of data collected from many iPhone users can remain unchanged even after they decide not to back down, says Eric Soufert, a marketing strategy consultant.
“One person who refuses to retreat generally has the same level of data collection as before,” Soufert said. “Apple has not stopped the behavior that they have called so reprehensible, so they are kind of complicit in it.”
Yale Privacy Lab founder Sean O’Brien says Apple is “extremely ruthless” in its market privacy efforts without proper use to protect users.
In an email to the Financial Times, a salesman told his customers that he had been able to continue collecting data on more than 95 percent of his iOS users by gathering information about the device և network, such as IP addresses, for confidentiality. a tactic known as “fingerprints”.
Apple has banned fingerprints, telling developers that “they may not receive data from the device for the purpose of uniquely identifying them”, but experts say that policy does not apply.
Moreover, some adtech groups, whose developers number in the tens of thousands, believe that more “probable” authentication methods are acceptable because they rely on temporary, consolidated data rather than creating unique or permanent device IDs.
“The problem arises when you start matching this individual user based on the individual data point of the device, and then you try to find the connection directly,” said Paul Mueller, Adjust’s mobile measurement partner. a director who helps thousands of people. Apps run ad campaigns on their smartphones. “But if you group users according to behavior եք you follow these groups, then we think these rules are breathing.”
“We believe that users should ask for their permission before withdrawing. “Apps found to be ignoring user choices will be rejected.”
It declined to comment on whether it distinguishes between a fingerprint and a “probable possible combination.”
Seufert predicts that Apple will soon clarify, possibly coinciding with its annual developer conference on Monday, which could lead to a wave of rejection of apps in this month’s app review process.
If Apple waits much longer, it risks falling into the trap of being caught in the middle of reality’s marketing rhetoric, which means that third-party users’ ability to retrieve is completely blocked when users ask them to stop.
He compared it to Google, which had several lawsuits after it was discovered in 2018 that it was tracking its users’ locations even after they made it clear they would not do so.
“Apple can find out the hard way, as Google did in the past, if the company sues for confidentiality,” he said. “Just as it turned out that Google’s location history was never really turned off in 2018, I think we’ll see Apple still allow apps to view the windows of consumers’ lives.”