So why is Apple doing this?
Posted: Thu Mar 27, 2025 10:03 am
There is unrest in advertising land. The reason? Apple's iOS 14 update. If you use ads on Facebook or Instagram, this will undoubtedly have an impact on your company. In this article, you will read the ins and outs, but you will also discover how you can limit the impact, so that you can continue to measure results.
Facebook vs Apple iOS 14: What's Going On?
So why is Apple doing this?
Make no mistake: your organic content will suffer too
Wait. No more remarketing because of iOS14?
Can I still use Custom & Lookalike Audiences?
Optimize for up to 8 conversion events per domain
PANIC! What should I do?
Advertising is changing. Fast.
Facebook vs Apple iOS 14: What's Going On?
So what exactly is going on? In June 2020, Apple announced that in iOS 14, it will ask all App Store users for permission to use data sent via Apple’s App Tracking Transparency (ATT) framework . In other words, iOS 14 users will see a pop-up asking them to explicitly grant permission to allow app tracking. The image below shows what that pop-up will likely look like.
Tweet Tim Cook Tracking ios 14 Facebook
Image source: Tim Cook, Twitter
This is a huge problem, especially for Facebook and for you as a marketer. That’s why Facebook reportedly didn’t want to show this pop-up at all. But it quickly became clear that if they didn’t, the app would be blocked from the App Store.
If users indicate that they do not want to be tracked, then Facebook will no longer be able to fully measure results . And that costs money – a lot of money. It has caused a major global row between Facebook and Apple. Even full-page advertisements were placed in the world's most famous newspapers to influence Apple's decision, but without result.
I'm pretty certain #Facebook is fighting #Apple to retain access to personal data. #PID #privacy . #fullpagead #wsj pic.twitter.com/029WwaGSs0
— Dave Stangis (@DaveStangis) December 16, 2020
Tim Cook (CEO of Apple) responded to Facebook's campaign via Twitter . He indicates that users should be able to decide about data themselves .
Facebook suspects that this decision is not about privacy, but about generating more profit. If app developers can no longer use ads, they will often have to look for new revenue models. The chance is then greater that they will be forced to use Apple's own in-app subscription service.
In addition, one could question the fact that Apple is not only one of the most prosperous phone number list companies in the world, but also one of the few that still has access to all user data.
But okay, the real truth? It will lie somewhere in the middle.
What should you know as a marketer about the iOS14 update?
It goes beyond Facebook. Facebook has taken the lead in this public discussion, but make no mistake: this pop-up from Apple impacts all apps in the App Store, including Pinterest, Snapchat, TikTok and LinkedIn Advertising. These apps will also have to show a similar pop-up.
So if you are a marketer advertising through these platforms, you will need to provide backup tracking. And it will (eventually) affect the performance of ads.
Make no mistake: your organic content will suffer too
Ultimately, your organic content may also suffer from this Apple pop-up. The reason is quite simple: if many people block the tracking, Facebook's artificial intelligence will become increasingly less able to estimate whether people actually like the messages.
Facebook vs Apple iOS 14: What's Going On?
So why is Apple doing this?
Make no mistake: your organic content will suffer too
Wait. No more remarketing because of iOS14?
Can I still use Custom & Lookalike Audiences?
Optimize for up to 8 conversion events per domain
PANIC! What should I do?
Advertising is changing. Fast.
Facebook vs Apple iOS 14: What's Going On?
So what exactly is going on? In June 2020, Apple announced that in iOS 14, it will ask all App Store users for permission to use data sent via Apple’s App Tracking Transparency (ATT) framework . In other words, iOS 14 users will see a pop-up asking them to explicitly grant permission to allow app tracking. The image below shows what that pop-up will likely look like.
Tweet Tim Cook Tracking ios 14 Facebook
Image source: Tim Cook, Twitter
This is a huge problem, especially for Facebook and for you as a marketer. That’s why Facebook reportedly didn’t want to show this pop-up at all. But it quickly became clear that if they didn’t, the app would be blocked from the App Store.
If users indicate that they do not want to be tracked, then Facebook will no longer be able to fully measure results . And that costs money – a lot of money. It has caused a major global row between Facebook and Apple. Even full-page advertisements were placed in the world's most famous newspapers to influence Apple's decision, but without result.
I'm pretty certain #Facebook is fighting #Apple to retain access to personal data. #PID #privacy . #fullpagead #wsj pic.twitter.com/029WwaGSs0
— Dave Stangis (@DaveStangis) December 16, 2020
Tim Cook (CEO of Apple) responded to Facebook's campaign via Twitter . He indicates that users should be able to decide about data themselves .
Facebook suspects that this decision is not about privacy, but about generating more profit. If app developers can no longer use ads, they will often have to look for new revenue models. The chance is then greater that they will be forced to use Apple's own in-app subscription service.
In addition, one could question the fact that Apple is not only one of the most prosperous phone number list companies in the world, but also one of the few that still has access to all user data.
But okay, the real truth? It will lie somewhere in the middle.
What should you know as a marketer about the iOS14 update?
It goes beyond Facebook. Facebook has taken the lead in this public discussion, but make no mistake: this pop-up from Apple impacts all apps in the App Store, including Pinterest, Snapchat, TikTok and LinkedIn Advertising. These apps will also have to show a similar pop-up.
So if you are a marketer advertising through these platforms, you will need to provide backup tracking. And it will (eventually) affect the performance of ads.
Make no mistake: your organic content will suffer too
Ultimately, your organic content may also suffer from this Apple pop-up. The reason is quite simple: if many people block the tracking, Facebook's artificial intelligence will become increasingly less able to estimate whether people actually like the messages.