Apple’s Tracking Switch: How to Keep Your iPhone Private

At a Glance

• ATT lets iPhone users decide if apps can track their activity.
• iOS 17 adds a private-browsing search-engine choice.
• Meta estimates $9.85 B in lost ad revenue since ATT.
• Why it matters: Users control data sharing and see less targeted ads.

If you just got a new iPhone, you’ll want to tweak a few settings to keep your data private. Apple’s App Tracking Transparency (ATT) feature gives users a clear choice: allow apps to track activity or not.

Turning Off App Tracking

When you download a new app, a pop-up asks if you want to let it track you. You can tap Ask App Not to Track or Allow. To block all future requests, go to Settings > Privacy & Security > Tracking and toggle off Allow Apps to Request to Track. This prevents any app from accessing identifiers like the IDFA.

• New-app pop-ups: Ask App Not to Track or Allow
• Global setting: Settings > Privacy & Security > Tracking
• Per-app toggle: same menu, switch individual apps off

Apple’s Privacy Philosophy

Apple claims privacy is a fundamental human right and a key differentiator from other tech giants. CEO Tim Cook notes that the company’s business model isn’t built on selling ads, so it can focus on user privacy.

• Apple’s business model: not ad-based
• Cook’s stance: privacy is a fundamental human right
• IDFA denial does not stop all tracking, but limits advertising identifiers

Impact on Advertisers

The ATT feature has cost major advertisers significant revenue. A 2021 Financial Times investigation estimated that Snapchat, Facebook, Twitter and YouTube lost $9.85 B in ad sales as Apple users opted out.

Key Takeaways

• ATT lets you control app tracking on every download.
• iOS 17 adds more privacy controls in private browsing.
• Advertisers lost billions in revenue due to ATT.

Apple’s privacy tools empower iPhone users to manage who sees their data and to enjoy less targeted advertising.