Apple’s latest software update, iOS 14.5, has been making waves for its new App Tracking Transparency (ATT) policy. ATT allows users to opt-out from being tracked by apps. In simpler terms, iOS users now get to choose which apps are to be allowed to track their activities across other apps and websites. The controversial privacy move has garnered a positive response among digital rights and privacy groups while aggravating the concerns of advertisers (like Facebook) which rely heavily on tracking browsing habits to sell targeted advertising.
In its latest campaign titled Tracked, Apple presents a well-crafted, personified illustration of its App Tracking Transparency policy. The ad revolves around an iPhone user who goes about his daily schedule in London. Countless people, meant to symbolize tracking apps, follow him around as ‘Mind Your Own Business’ plays in the background. They snoop on his interactions and choices, making notes everywhere he goes. The moment he disables tracking, just like a Thanos-snap, all prying individuals get wiped off.
The ad reinforces the fact that privacy is one of the core values of an iPhone. As per initial estimates, the privacy push has received an overwhelming response. 96% of iPhone users in the US opted out of tracking. A privacy war is waging and Apple has entered the battlefield with a well-thought strategy to showcase what it’s known for!