Goodbye Tracking? Impact of iOS App Tracking Transparency and Privacy Labels

Abstract

Tracking is a highly privacy-invasive data collection practice that has been ubiquitous in mobile apps for many years due to its role in supporting advertising-based revenue models. In response, Apple introduced two significant changes with iOS 14: App Tracking Transparency (ATT), a mandatory opt-in system for enabling tracking on iOS, and Privacy Nutrition Labels, which disclose what kinds of data each app processes. So far, the impact of these changes on individual privacy and control has not been well understood. This paper addresses this gap by analysing two versions of 1,759 iOS apps from the UK App Store: one version from before iOS 14 and one that has been updated to comply with the new rules.