The move will pose problems for companies that collect personal data, such as age, location, items purchased, to sell to advertisers.
Many apps allow users to manage or opt out of data collection, but usually the options are buried deep in settings and privacy policies.
The new feature, now available with the iOS 14.5 software update, will make it much easier to manage and block data collection. Developers must now ask users via a pop-up alert if they can "track activity". People who opt out will see fewer personalized ads, CNN reports.
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While some data can help users, "some apps have more trackers built into them than they need," Apple said in a video posted to YouTube on Monday.
“They collect thousands of pieces of information about you to create a digital profile that they sell to others. These third parties use your profile to target you with advertisements and may also use it to predict and influence your behaviors and decisions. Your information is for sale. You have become the product," Apple said in the video.
Apple's effort has hurt some companies that rely on data tracking to target users with personalized advertising. Facebook, which makes almost all of its revenue from advertising, warned investors in August that Apple's software changes could hurt its business if people start opting out of data collection.
In December, Facebook published op-eds in The New York Times, Wall Street Journal and Washington Post, voicing its objections to how the change would cause "devastating" damage to millions of small businesses that advertise on its platform, many of which are already experiencing the effects of the pandemic.
"Every business starts with an idea and being able to share that idea through personalized ads is a <> for small businesses. Limiting the use of personalized ads would eliminate a vital engine of growth for companies," Facebook officials said in a February blog post.
Which devices are compatible with iOS 14.5?
iOS 14.5 will be compatible with all devices that support iOS 14. Generally, these include devices between the iPhone 6S and iPhone 12, along with the iPhone SE.
How can iOS 14.5 be downloaded?
Users should receive a prompt stating that the update is available and can be downloaded. The update can also be done through the following steps:
1. Open the Settings app.
2. Select General.
3. Tap Software Update.
The device will connect to Apple's servers and ask you to download and install the update. Follow the instructions to complete the installation. When your device reboots, it will be running iOS 14.5.
What other news does iOS 14.5 bring?
Over 200 new emojis
iOS 14.5 includes 217 new emojis, including new skin tone variations for popular emojis. Changes have also been made to the syringe emoji to make it more appropriate in describing vaccines.
A new voice for Siri
In the latest iOS 14.5, Siri will no longer default to a female voice. Instead, users will have to choose the voice they prefer for the digital assistant.
Global dual-SIM 5G support
iPhone 12 users will have dual SIM support globally, which means users can take advantage of the phone's physical SIM slot and digital eSIM to have two lines of service on the same phone. This option was previously only available in mainland China, reports Cnet.
Console controller support
With the update, Apple added iOS and iPadOS support for PS5 and Xbox Series X controllers.
Users will also find some design changes in the Podcasts, News apps.