I have no idea. Maybe you turned it off on a previous phone. But it is definitely turned on by default. The articles I linked explain that to. That is the position they are taking against Apple. Apple tracks you be default and doesn't give you a popup or warning, but they will for Facebook and every other company.Can you explain why is wasn't on my iPhone then? I've only had a month so Im remember turning it off? Maybe its linked to when you set up the iPhone and you can select not to share analytics with apple? if that incase then apple after giving you a pop up to turn of target ads I guess