iOS 15: Apple Just Revealed A Game-Changing New iPhone Privacy Move

Apple’s iOS 15 operating system is just weeks away, and it will arrive with a new iPhone feature that’s truly game-changing for your privacy.

We already knew iOS 15 would come with multiple privacy features that will further hurt the data-hungry habits of Google and Facebook. But now, Apple has just revealed that iPhone users will finally get a choice whether to enable Apple’s own personalized ads on their devices.

According to a report in 9to5Mac, iOS 15 will prompt users to ask if they want to enable Apple personalized ads for their Apple ID. Currently, this is on by default, allowing Apple to use your App Store purchase history and other factors to inform the ads you see in News and Stocks, and for targeting App Store Search Ads.

Despite Apple’s successful privacy focus encouraging the likes of Facebook and Google to be open and transparent about advertising and data collection, the iPhone setting will remain on until iOS 15 is launched. The only way you can opt out currently is to delve deep into your settings.

If you want to opt out now, go to your iPhone Settings > Privacy > Apple Advertising and turn off the Personalized Ads toggle.

Apple’s new iOS 15 privacy move—why now?

So why now? It would be nice to think Apple has made this game-changing new iPhone privacy move because it wants to be better, and that it’s listened to calls to be more open about the data it collects. In addition, bad press around the now delayed CSAM features coming for iCloud Photos and iMessage may have influenced Apple’s decision to add this opt-in privacy feature.

But it’s also about regulation: Apple is facing antitrust lawsuits, and adding this iPhone privacy function could remove some of the regulatory heat. It could even be a response to some of these legal cases.

“Antitrust can be damaging, so Apple is trying to clear the air by enabling this feature offering choice to users,” says Jake Moore, cybersecurity specialist at ESET. “By any means, this is a huge decision and potentially financially damaging due to the revenue generated from Apple’s ad targeting.”

Apple is very much targeting revenue through its services arm, and customers were becoming increasingly aware that while they are having to actively opt in to Facebook’s iPhone ad tracking, Apple wasn’t offering the same choice.

Whatever the reason, Apple’s new iOS 15 move is game-changing for your privacy. As regulation such as the GDPR states, data collection to serve you ads should be opt-in, and transparency is integral so you at least know what’s happening on your iPhone. There are numerous other privacy features coming in iOS 15, so keep your eye on my page for more news, how-tos and demos.

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