In vain: iOS users didn’t need Apple’s surveillance protection

Since Apple introduced iOS 14.5, whose main innovation was the function of blocking tracking by applications, almost a year has passed. Cupertino doesn’t remember that much anymore, because they think users are safe. After all, no program will now be able to start collecting data about them without their knowledge. However, this has significantly undermined the income of developers who earn exclusively from advertising, in which they have created petitions against Apple and even tried to sue it. But the company was adamant. But the users themselves, apparently, this protection is not so important.


Security wasn’t as in demand as Apple thought


Analysts from consulting firm Adjust studied more than 2,000 popular iOS apps and found that users were much more willing to allow them to self-monitor. If in May 2021, only 16% agreed to be followed, their number has now increased to 25%. And when it comes to games, the rate of those who agree to monitoring is even higher, even reaching 30%, and in some cases – 75%.

Ask the app not to track – is it necessary

Users are less likely to tell apps not to track them

How did it happen? Well, there really is no definitive answer to this question. Reasons Why Users Started Accepting monitoringeveryone is different:

  • Some are just fed up with regular pop-ups app notifications ask permission to follow them. In order not to observe them anymore, people decided to give them such an opportunity. To be honest, I don’t think there are many. Most likely, this is absolutely a minority in the overall “compensation”.
  • Others, most likely, managed to convince the creators of applications. They used the same notification mechanism, but the emphasis was not on intrusion, but on complaint. Developers write that they won’t be able to maintain the app for long if you don’t allow them to track you, and many do.
  • Others have probably realized that disabling monitoring does not disable advertisements. It’s just that in this case it becomes completely irrelevant and does not correspond to the preferences of the users themselves. And since there’s nothing worse than watching ads for goods and services you don’t need, people got the hang of it and decided to play it all again.

Despite the fact that the industry has already largely adapted to the new realities of working with advertising in a Apple prohibits spying, developers don’t give up on ways to persuade users to allow tracking, and it works. As a result, we expect more and more people to understand and consent to the benefits of receiving relevant ads, analysts say.


In general, of course, the 25% of users who allow themselves to be followed are not yet the vast majority. However, the trend of increasing numbers of those agreeing to be monitored continues to grow. It’s just that people have started to realize that there is nothing to worry about. And since it might help developers to continue support the applicationWhy not let them take care of themselves? After all, there doesn’t seem to be anything wrong with that.

Apple advertising

Be that as it may, such loyalty to app tracking should be a wake-up call for Apple. It turns out that all the efforts made in Cupertino to protect users proved to be unnecessary. At first, people believed the company’s arguments that surveillance was bad and dangerous. But over time, they themselves became convinced that nothing fundamentally terrible was happening to them, which means that they might try to abandon the recommendations.

Users are no longer afraid of surveillance, and this is a dangerous alarm signal for Apple, which is rebuilding the advertising market.

Of course, Apple’s goal in implementing anti-tracking system in iOS 14.5 there was not so much user protection as an attempt to remake the advertising market for themselves. After all, the company has a huge network of gadgets, among the owners of which you can promote anything you want. But to get people to watch your ads exactly at any given time, you need to crowd out your competition. And the easiest way to do that is to come up with new rules that they just won’t abide by.


As a result, we have already seen how the SKAdNetwork advertising system began to be used in the App Store itself. Apple is doing the right thing by not dumping a bunch of ads on users at once, so as not to scare them away. But it is obvious that over time it will become more and more. The main thing is to keep the market within the framework of the new rules. Therefore, it is highly likely that Apple will make several more attempts to convince users of the dangers of surveillance. After all, Cupertino clearly does not want to lose this industry and even part of it.