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macrumors bot
Original poster
Apr 12, 2001

Apple today shared a new privacy-focused ad on its YouTube channel, highlighting App Tracking Transparency on the iPhone.

In the spot, a man orders a coffee, and the barista follows him out as he gets in a cab, providing his date of birth to the cab driver. The cab driver and the barista follow him throughout his day, keeping track of his whereabouts and viewing his personal data.

Everyone he interacts with follows him, and at the end of the day, he has a whole crowd of people monitoring his behavior. The iPhone comes to the rescue with App Tracking Transparency, with the ad designed to highlight the everyday app tracking that ATT gives users control over.

Apple says that on average, each app includes six tracking mechanisms from other companies, which are designed to collect data and personal information from people. The data that trackers collect is aggregated and monetized, and most people aren't even fully aware of the extent of what's known about them.

Apple's ad sheds light on the kind of behind-the-scenes tracking that happens in apps, and it points out App Tracking Transparency as a method to provide people with the tools to protect their information.

This is a topic that Apple has visited a few times before, sharing an App Tracking Transparency video and a "Day in the Life of Your Data" report, which details how third-party companies can track user data across websites and apps.

The ad industry has fought against App Tracking Transparency because it can cut into the revenue that comes from the personalized ads delivered because of tracking, but Apple says this kind of tracking should be transparent. Apple is not opposed to advertising, but believes it can be done in a less invasive manner.

Implemented in iOS 14.5, App Tracking Transparency applies to all developers. Apps must now ask permission before tracking you, including Apple's own apps. Apple says that its advertising platform does not track you, nor do its own apps.

Article Link: Apple Shares New 'Tracked' Ad With Humorous Real-World Analogy of App Tracking Transparency
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macrumors newbie
Sep 14, 2012
Weird they paired the messaging with the a US network provider, since they have all been caught multiple times selling and exploiting user data:



macrumors 6502a
Oct 14, 2016
San Jose
This is simply put, close to "as good as it gets" for television / video marketing. Even the song choice fits perfectly, with the "mind your own business" lyric.

Now stop and consider that Apple likely paid a similar amount to their ad agency, relative to what Microsoft paid for their embarrassing "review" ads they have been running nonstop this year.
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Duane Martin

macrumors 6502a
Oct 15, 2004
Calgary, Alberta
If you think that's brilliant, wait until you crack open a book.
And if you think that’s brilliant just wait until you learn to read those books instead of just cracking the spine! /s

Neither witty nor relevant on either of our parts.

The concept of exactly how app tracking works and its implications plus extent are not alway clear but this analogy will hopefully help. Who knows, maybe awareness will cause people to insist the practice changes. That would be worth reading about.


macrumors 68020
Apr 20, 2016
La Jolla, CA
What % of iPhone owners have never & will never pay for any app or in-app purchase ?

My best guess, outside of Game Apps, it's fairly high.

IMO, a high % of such iPhone owners will never upgrade to a newer iPhone, because most of the 100% FREE Ad-based apps that they have relied-upon the past decade will go the way of the DoDo Bird.

Such iPhone owners won't see ANY value of having a newer iPhone.

In other words, looking @ the BIGGER picture, iPhone Unit Sales will take a serious hit !

Just how BIG is anyone's guess.

Mega ST

macrumors 6502
Feb 11, 2021
Maybe it is more a European thing but privacy protection can become one of the key features of Apple if they do it right. Many people are fed up by the usual unwanted sharing of everything.
I am always surprised how much more physical privacy is protected compared to digital with the same constitution guaranteeing your rights.
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