Apple finds itself at the center of scandal over upcoming changes in displaying ads on iPhone

Apple finds itself at the center of scandal over upcoming changes in displaying ads on iPhone

Advertising companies and publishers have filed a complaint against Apple with the French antitrust authority, arguing that the privacy changes Apple plans to implement are anti-competitive.

From early 2021, Apple’s operating software will require apps to obtain permission from users to collect their advertising ID used to serve targeted ads and validate ad campaigns.

The companies that filed the complaint claim that few users will give their consent. This will make it difficult to sell personalized ads for a wide variety of businesses, including news outlets, game developers, and more.

While third-party apps will need to get permission from users, Apple’s own apps won’t need to get permission. Apple offers personalized ads in the App Store and Apple News based on user behavior in Apple apps. To opt out of Apple tracking by default, users need to do it manually by looking for options in the Settings app.

The Cupertino tech giant planned to make the change this September, but decided to postpone it until next year after criticism from many companies, including Facebook.

Apple finds itself at the center of scandal over upcoming changes in displaying ads on iPhone

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