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macrumors bot
Original poster
Apr 12, 2001

Peloton has become the latest company to blame Apple's ad-related privacy changes in iOS for negatively impacting its business, according to a new report by Bloomberg's Mark Gurman.


Best known for its at-home exercise equipment and online fitness classes, Peloton blamed the App Tracking Transparency (ATT) rules Apple introduced in iOS 14.5 for making it more difficult to add new subscriptions to its services by targeting online shoppers based on their interests.

The company made the claim this week in its latest earnings call, in which it cited slower than expected post-pandemic economic re-openings, before cutting its annual revenue forecast by as much as $1 billion, while lowering its projections for subscribers and profit margins.

Peloton said it now expects sales of $4.4 billion to $4.8 billion in the fiscal year ending June 2022, down from the $5.4 billion it predicted less than three months ago.

On devices running iOS 14.5 and later, Apple requires that apps ask for users' permission to track them across other apps and websites. Under its ATT framework, users are able to choose whether they wish to be tracked for ads or other marketing purposes.

"Some apps have trackers embedded in them that are taking more data than they need," Apple explains in a promotional video. "Sharing it with third parties, like advertisers and data brokers... This has been happening without your knowledge or permission. Your information is for sale. You have become the product."

Apple was on the receiving end of similar complaints last month from Mark Zuckerberg, who blamed Apple's privacy changes for lower-than-expected quarterly growth during an earnings call for Meta, the company formerly known as Facebook. The Meta CEO claimed the changes "not only [negatively affect] our business, but millions of small businesses in what is already a difficult time for them in the economy."

According to one report, Apple has cost social media companies including Meta, Twitter, Snapchat, and YouTube, nearly $10 billion in revenue in the second half of 2021. But Peloton has more to be concerned about when it comes to Apple, which this week expanded Fitness+, its own home fitness service offering, to 15 additional countries.

Peloton shares have dropped nearly 20% since Apple showcased new Apple Fitness+ features at its September event. In a clear sign of investor unease at Apple's creep into the fitness market, reports earlier in the week linked a dip in Peloton shares to a patent approval for Apple's Fitness+ app, which features HIIT, Yoga, Core, and other workouts taught by trainers, similar to Peloton classes.

Article Link: Peloton Says Apple's Privacy Rules Limit Its Ability to Gain Subscribers
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macrumors newbie
Feb 9, 2013
I don’t think anyone (including MacRumors) should be pointing a finger at Apple. The ”fault” is strictly that of the personal privacy choices that people are making. These advertisers need to stop the whining and start convincing us that we should share our info with them And their facilitators like FaceBook.


macrumors G3
Feb 22, 2020
I don't get it. What does their ad-targeting have to do with iOS? Did they basically say they cross track their own users? I mean you can target online shoppers outside iOS ecosystem. Plenty of other ad targeting mechanism. And if I were a Peloton subscriber, I would probably drop their subscription, knowing that they are tracking me for my online behaviors.


Aug 12, 2008
I think competition might be a larger factor than they are admitting. In Australia, Peleton is $17 per month, but of course works best with their own equipment ($$). Apple fitness plus is only $15. Somehow advertising doesn’t seem to be Peletons only issue.


macrumors 6502
Aug 13, 2020
I thought apps (and computer programs in general) were covered by copyrights, not patents. Does this mean that Apple is planning physical equipment to go along with the Fitness+ app?! Now that would be cool!!


macrumors regular
Jan 9, 2018
No business can operate successfully without advertising their products. It is a well known fact that targeted ads are twice as successful.

Of cause you can send your ads to everyone. I wasn't very pleased, when shortly after my mother died, Apple send me an email, the iPad would be a great preasent for Mother's Day.


macrumors 6502
Sep 14, 2021
Apple’s policies cover the full range of good to evil.

Apple’s privacy settings are fantastic.

Apple’s privacy-preserving ad sales is self-serving but the least of all advertising evils.

Apple’s ban on Apps even mentioning that external purchasing options exist serves no one but Apple.


macrumors 65816
Nov 23, 2007
No business can operate successfully without advertising their products. It is a well known fact that targeted ads are twice as successful.

Of cause you can send your ads to everyone. I wasn't very pleased, when shortly after my mother died, Apple send me an email, the iPad would be a great preasent for Mother's Day.
I would think the Mother's Day email was sent to pretty much everybody. Just very bad timing in your cae :(

I get Back to School ads being neither a student nor having kids. That's how old-fashioned, non-targeted ads work. But companies somehow think potential customers need to be targets and pay for that info.


macrumors 68000
Sep 9, 2020
One of the reasons I install so few apps is that I do not want to be tracked and contacted by advertisers/marketing departments.

Tracking reduces the money I am willing to spend - that affects Apple and others.

Also, what sort of a market are they getting? People who buy that last thing that was pushed at them. Or serious, thoughtful purchasers who slowly make up their minds and then become long-term customers.


macrumors 6502
Apr 11, 2020
And stop calling Facebook Meta. Even if that’s what they say they changed their name to we still need to name and shame and show the connection. At least put “formally known as” every time it’s written. It’s the real reason for the name change, to create distance and rebranding. It’s our job not to let Facebook escape the evil they’ve become.


macrumors 68030
I love my Peloton bike - it was one big positive that came out of the pandemic for me personally. The growth they experienced was obviously not because of targeted ads, but because the pandemic shut down most other options. Their growth going forward is going to need to come from old fashioned hard work in developing new products and services, in the same way Apple didn’t stop at the Mac or iPhone.

I’m a perfect example, I spin 6 days a week and have for the past 14 months, but I haven’t purchased anything else from Peloton nor do I intend to. I’m sure I’m not alone and that’s a big issue as the best way to grow any business is through your existing customers first.


macrumors member
Jun 15, 2021
I don’t think you’re having a problem here in Seattle, Peloton; it’s sure money that the following mathematical equation is truer than true:
30/40-something white people = audi + peloton + privilege of working from home. Everyone knows your targeted demographic.
You’ll be just fine.
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