Apple will now ask you before showing personalised ads on iOS 15

• Apple has started asking for permission to display personalised ads on the latest iOS 15 beta.
• This feature was previously enabled by default.
• Apple uses your account information, app purchases and more to show targeted ads.

Apple will start asking users on iOS 15 permission to show ‘Personalized Ads’. This was previously enabled by default and it is Apple’s built-in tracking system of showing ads in the News and Stocks apps, and the App Store based on what you search for, purchase and read on your iOS device. Apple will now ask for permission before showing personalised ads, according to 9to5Mac.

The new update has started showing up on the latest iOS 15 beta. It appears as a pop-up where Apple explains what personalised ads are and gives you the option to either turn it off or on. Apple says that these ads are shown to “help you discover apps, products, and services that are relevant to you.” It adds that it uses “device-generated identifiers” to protect your privacy and not link information to your Apple ID.

The data it uses to show you relevant ads include your account information, app and content purchases, and also the types of news stories you read. Apple also highlights that it “does not track you or share your personal information with any third parties.”

While Apple says that these personalised ads are not violating your privacy, it wasn’t out in the open and you had to really dig through the phone’s settings to find the details. Apple’s decision to make this publicly known is expected to be in response to the antitrust complaint the company is facing in France, 9to5Mac suggests.

It also makes sense as Apple’s App Tracking Transparency requires developers to seek permission from users to track their data across different apps and websites.

The new feature is showing up in the latest iOS 15 beta version, and it could roll out in the stable release sometime this month, when Apple is expected to announce the release candidate of iOS 15 along with iPhone 13, Apple Watch Series 7 and more.

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