A report published on Friday (30/4) indicates that around ten thousand iOS apps have adopted the new tracking feature. Apple. It's the App Tracking Transparency (ATT), which gives users the decision to share personal data with the app developers or not. The number represents about 0,5% of the App Store catalog.

The study done by the data analysis company AppFigures shows that most of the applications that have adopted ATT are games, representing about 20% of the total. Other categories such as services, entertainment, news and shopping represent another 6% of the survey, while social networking applications, which in theory are the most affected by the change, account for only 5% of the survey.

It is currently estimated that the app store Apple has around two million titles in its catalog. The low number of subscriptions, however, does not worry the company responsible for the survey.

According to AppFigures, the numbers are expected to increase considerably in the coming weeks as developers share new data with the Apple. The research also shows that, so far, the main players interested in complying with ATT are large companies, such as McDonald's, Facebook, Spotify and TikTok, which rely on the iOS user base for their tracking strategies.

Some applications present irregularities in accordance with ATT standards

The AppFigures report also mentions that even among the apps that have adhered to the new iOS tracking system, many are still not 100% compliant with the standards. Apple. By default, iOS apps that have adopted ATT are required to issue a pop-up message to the user during app launch to explain the change in terms of use and request consent to data tracking. Apple allows the message in this field to be customized.

With this, at least half of the applications analyzed presented some type of non-compliance with the standards of Apple, using terms that are not clear and induce acceptance of the new terms. Apparently, the Apple will have a lot of work to do in monitoring compliance with these changes.

ATT is a technology that requires users to explicitly consent to sharing data such as location, contact sharing, passwords, integrations with other applications, etc. It arrived on the iPhone with iOS 14.5, which also allowed compatibility with the new AirTags. The change directly impacts the Facebook's online advertising business model, whose mechanism is based on monitoring users' behavior to recommend products that match their tastes (what the algorithm thinks their tastes are).

Through which channels you reach those people, classic and out of the box. Apple Insider
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