Privacy Group Files Legal Complaints in Europe Targeting Apple's Device Identifier Service for Advertisers
Apple's device identifier service for advertisers is being targeted by privacy advocates in two complaints to Spanish and German authorities, reports Bloomberg.
A Vienna-based group called NOYB ("None Of Your Business") has filed complaints with data protection authorities in the two countries, calling for them to outlaw Apple's "Identifier for Advertisers" (IDFA) service.
Each iPhone that Apple sells comes with the unique identifier, which lets advertisers track the actions users take when they use apps. The group argues that the service allows Apple and various apps to track users and collect data on their web use without their consent.
"With our complaints we want to enforce a simple principle: trackers are illegal, unless a user freely consents," NOYB lawyer Stefano Rossetti said in a statement. "Smartphones are the most intimate device for most people and they must be tracker-free by default."
App developers have historically used IDFA to help target users with ads and track the performance of ads across different devices. Next year, however, Apple will require apps to seek customer consent before the IDFA can be used in iOS 14 to track user behavior and preference across apps and websites for ad targeting purposes.
The requirement was announced in June alongside iOS 14 and was originally expected to go into force with the release of Apple's latest mobile operating system, but Apple chose to delay the anti-tracking feature until 2021 to "give developers time to make the necessary changes."
The delay was announced only after major app developers and ad networks like Facebook spoke out against the feature, with Facebook warning advertisers on its platform that it could cause a more than 50 percent drop in Audience Network publisher revenue due to the loss of personalization from ads within apps. Apple is also facing an antitrust complaint from French advertisers who say it could force their revenue to plummet.
Last year, Mozilla launched a petition urging Apple to implement an automatic monthly reset on identifiers to make it harder for companies to build a profile about users over time. "It's like a salesperson following you from store to store while you shop and recording each thing you look at," argued the petition. "Not very private at all."
Popular Stories
iOS 19 is still around six months away from being announced, but a new leak has allegedly revealed a completely redesigned Camera app.
Based on footage it obtained, YouTube channel Front Page Tech shared a video showing what the new Camera app will apparently look like, with the key change being translucent menus for camera controls. Overall, the design of these menus looks similar to...
Apple on late Saturday removed TikTok from the App Store in the U.S., and it has now explained why it was required to take this action.
Last year, the U.S. passed a law that required Chinese company ByteDance to divest its ownership of TikTok due to potential national security risks, or else the platform would be banned. That law went into effect today, and companies like Apple and Google...
A leaker known as "Majin Bu" today shared an alleged image of a component for the rumored, ultra-thin "iPhone 17 Air" model.
The blurry, pixelated image shows a pair of rear iPhone shells with a pill-shaped, raised camera bar along the top. On the left side of the bar, there is a circular cutout that appears to be for a single rear camera. On the right side of the bar, there appears to be an ...
A new iPhone SE is widely rumored to launch this year, and the device has potentially been confirmed today by known leaker Evan Blass.
In a private social media post, Blass shared an image of what appears to be source code mentioning an iPhone SE (4th Gen), which casts doubt on the alternative "iPhone 16E" name rumored for the device. However, the name in the source code could be a...
After a four-year wait, a new AirTag is finally expected to launch in 2025. Below, we recap rumored upgrades for the accessory.
A few months ago, Bloomberg's Mark Gurman said Apple was aiming to release the AirTag 2 around the middle of 2025. While he did not offer a more specific timeframe, that means the AirTag 2 could be announced by the end of June.
The original AirTag was announced...
iOS 19 will not drop support for any iPhone models, according to French website iPhoneSoft.fr.
The report cited a source who said iOS 19 will be compatible with any iPhone that can run iOS 18, which would mean the following models:
iPhone 16
iPhone 16 Plus
iPhone 16 Pro
iPhone 16 Pro Max
iPhone 15
iPhone 15 Plus
iPhone 15 Pro
iPhone 15 Pro Max
iPhone 14
iPhon...
In September, Apple said that it would be launching Powerbeats Pro 2 in 2025, and it appears the wireless earbuds are coming very soon.
Powerbeats Pro 2 images found in iOS 18 code
In his Power On newsletter today, Bloomberg's Mark Gurman said the Powerbeats Pro 2 are "due imminently." In addition to Apple filing the Powerbeats Pro 2 in regulatory databases last month, Gurman said Apple is...
Apple provided the third beta of iOS 18.3 to developers today, and while the betas have so far been light on new features, the third beta makes some major changes to Notification Summaries and also tweaks a few other features.
Notification Summary Changes
Apple made multiple changes to Notification Summaries in response to complaints about inaccurate summaries of news headlines.
For...
Apple plans to release at least one new iPad Pro model this year, according to a supplier-focused report today from Korean website The Elec. It is likely that the 11-inch and 13-inch iPad Pro models would be updated simultaneously.
After receiving an OLED display last year, the report said the iPad Pro will receive only "minor" changes this year. Overall, the next iPad Pro is expected to...
