User security and privacy take centre stage in 2021. Apple is demonstrating this by launching its latest software version, iOS 14.5, which no longer allows apps to access the IDFA, or advertising identifier, on iPhone, iPad or Apple TV without the user's explicit consent.
Using the IDFA, apps track user data based on the apps they use and the websites they visit. Now, when an app intends to use the IDFA, the user will see a pop-up window on their screen with the message «Allow to track your activity across other companies’ apps and websites?» The user can choose either to give their consent by selecting «Allow» or decline by selecting «Ask App Not to Track». In addition, apps will now be able to explain why they want to access the IDFA.
If you would rather skip this process and do not want to see these pop-up prompts, you can block apps from accessing the IDFA altogether in your device settings. The steps are as follows:
-In Settings, select Privacy.
-Then select Tracking.
-Next, turn off the «Allow Apps to Request to Track» toggle. Following the same steps, you can enable it again by switching the toggle to on.
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