Apple has rolled out their newest iOS update, bringing iPhones up to 14.5. The newest iteration of the company’s smartphone software went live on Monday, and it’s already causing controversy for some big apps like Facebook. The reason for the stir over this update isn’t related to the usual quality-of-life changes found within a build. Instead, Facebook and other apps like it are frustrated that the new update makes it more difficult to track user activity to sell it to advertisers.
The change is subtle, but it’s expected to have big ramifications for companies that track data to sell user information to advertisers. While users have already been able to opt out of having their data tracked, that option was previously buried deep within the settings of iPhone devices. Now, however, users with 14.5 running on their phones will be prompted whether they want to opt out of having their information tracked by the apps they use.
Track-Me-Not
It’s not surprising that most smartphone users would want to sidestep giant tech companies tracking their data. However, Apple’s decision to make app tracking transparent on the user end has ruffled feathers in the tech world, with many app makers fuming about the potential for lost revenue from this change.
Facebook even took out a print ad in publications like The New York Times and Washington Post to air their grievances with the change. The company claims that the move will hurt smaller websites that rely on targeted ads to make their revenue. Facebook has framed this battle as Apple stifling competition and forcing sites that were previously free to switch to a subscription model, hiding content behind a paywall.
Other Big Changes
The tracking changes aren’t the only new thing in the update. Users who jump into the new version of iOS will have a much-requested feature enabled: the ability to unlock their phone with their Apple Watch. Since many new iPhones use Face ID to unlock instead of fingerprint scanners, the past year of wearing masks in public has been a frustrating stumbling block for the feature. Now, users can bypass that with an Apple Watch.
Another big change is that the update allows for Bluetooth pairing with both PlayStation 5 and Xbox Series X controllers. Now, people who like to play video games on their phones have more controller options, which is always a plus!
