iPhone Users’ Favorite iOS 14.5 Feature Is A Rip-Roaring Success - Forbes

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IPhone users have confirmed their favorite iOS 14.5 feature, proving Apple was right to take its controversial gamble.

iPhone users have confirmed their favorite iOS 14.5 feature, proving Apple was right to take its ... [+] controversial gamble.

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Apple’s iOS 14.5 launched just weeks ago, along with a game-changing new feature that is set to transform iPhone privacy forever. The new iPhone feature, App Tracking Transparency (ATT)—which hits out at the likes of Facebook by giving the users the ability to opt-in only to tracking—is already proving to be a rip-roaring success. 

So much so that a survey by SellSell has found ATT to be iPhone users’ favorite iOS 14.5 feature. The anti-tracking privacy feature was chosen by 36% of respondents to the survey, followed by Unlock with Apple Watch at 23%, Apple Maps crowdsourced data (13%), and ‘Find My’ app with AirTag support (8%).

Importantly, over two-thirds of Apple users agreed with the iPhone maker’s new iOS 14.5 privacy policies, compared with just 18% saying Apple had taken it too far and 9% who weren’t sure.

Apple’s iOS 14.5 privacy changes have also provided a boost to brand loyalty, which the survey found was at its highest ever level of 92.6% of people saying they would never switch to Android. This should come in useful for the iPhone maker’s AirTag sales as well as the take up of other new hardware.

New iPhone privacy feature is a success in early trials

It comes as Apple’s new ATT feature shows success in early trials, with only 4% of U.S. iPhone users opting in to being tracked across apps and websites. The iOS 14.5 feature has suffered a few hiccups in its early days, with the ability to allow apps to ask to track greyed out in many cases (this should be fixed in iOS 14.5.1). At the same time, some apps were not using the native iOS prompts, which was quite confusing for iPhone users.

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Some apps have not updated yet, which will cause a delay in seeing the “official” iOS 14.5 prompts. But rest assured: Until the app asks to track you using the native iOS prompt to “Allow” tracking or “Ask App Not to Track,” the identifier for advertisers (IDFA) will be withheld by Apple.

It’s very early to say of course, but so far it does seem ATT is extremely popular, and it’s working as a selling point for Apple itself too. ATT’s popularity is down to transparency and it shows that Apple users do care about privacy. Hopefully other big tech companies will watch and learn—opting in should be the default for tracking across all platforms and services, not just iPhones.

The Link Lonk


May 14, 2021 at 10:48PM
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iPhone Users’ Favorite iOS 14.5 Feature Is A Rip-Roaring Success - Forbes

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