What does Apple’s IOS14.5 update mean for data privacy? Well ,it depends who you ask. For IOS end users who are concerned about how their data is shared with advertisers, it’s welcome news. Whilst from a cybersecurity perspective, it strengthens users’ trust in mobile platforms.
In this blog, we’ll talk through the IOS14.5 update and explain how this is a positive step for data protection and cybersecurity.
Data privacy – the new landscape
If you’re familiar with the term GDPR, you’ll know it has brought in legislation whereby companies who contact customers, predominantly via email, have to ask users whether they wish to opt-in to their communications.
Previously, companies could get hold of someone’s contact details and send them as much marketing material as they wanted to, unless the user explicitly got in touch and opted out. Intrinsically linked to this, we saw a big increase in phishing emails and online scams, exacerbated by this freedom of user data.
When GDPR came into effect in 2018, it became mandatory for companies to contact everyone on their distribution list and ask whether they wanted to continue receiving communication from them. If users replied that they did, they could remain on the contact list. If they replied with a no, or did not reply at all, the company needed to remove them.
Similarly, new cookie acceptance policies have come into effect, meaning that users need to accept cookies on any website they visit to permit data tracking.
These have been important and game-changing developments in data privacy and cybersecurity. While many companies have been affected by these changes from a targeted advertising perspective, users have welcomed this new era of data protection.
Many companies have invested time in educating users about online scams, what to look out for and how to protect themselves. Leading tech companies like Apple and Google are finding new ways to empower their users and keep them safe.
IOS14.5 update in detail
In a similar vein to the GDPR changes, Apple is taking a bold step in protecting their users’ data on mobile. Their latest update to the IOS platform includes new ‘app tracking transparency’ for users.
Specifically, this means all users who upgrade to the new IOS14.5 operating platform will need to opt-in to sharing their data across in-phone apps like Facebook. This will impact tools like Facebook pixel, which tracks conversion events through the Facebook app.
If users do not opt-in to sharing their data, it means that companies will not be able to access that data about their behaviour on apps. They’ll no longer get insight into user actions like checking out, registering and making in-app purchases. It will also impact an advertiser’s ability to retarget users with relevant ads based on their previous behaviour.
How app tracking transparency will work
The new app tracking transparency move only affects IOS14.5 users.
Those on older operating platforms and desktop users will not be affected, so advertisers will still be able to obtain their data and target them in the way they usually would.
In contrast, when an IOS14.5 user downloads or opens an app on their mobile device, they’ll see an on-screen prompt asking if they want to share their data so they can be tracked outside of the app in various ways. If the user accepts, their behavioural data will be collected in the usual way.
Good news for cybersecurity
Whilst many marketers may be concerned about the impact of Apple’s new change, it’s welcome news for those who value their online security. Paula Averley, CEO of Origin Comms, explains:
“This is an important move by Apple, in light of increased cybersecurity and data protection concerns. As a cybersecurity & tech PR agency, we’re supporting our clients in understanding the impact of these changes.”
As the online landscape continues a shift towards a safer and more ethical approach, it’s worth considering your own online practices. When you consider that 81% of companies who provide great customer experiences and customer satisfaction do much better than their competitors, it makes sense that if you put end users first, the business benefits will follow.
About Origin Communications
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We are more than a PR agency and our clients recognise that we always put them at the heart of what we do. In fact, 100% of our current clients have come to us via recommendation.
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For more information on how Origin Comms can support your business and its PR strategy, check out our services page, or contact our team today on 020 3814 2940 or team@origincomms.com.