An early look at an ongoing analysis of Apple's App Tracking Transparency suggests that the vast majority of iPhone users are leaving app tracking disabled since the feature went live on April 26 with the release of iOS 14.5.
According to the latest data from analytics firm Flurry, just 4% of iPhone users in the U.S. have actively chosen to opt into app tracking after updating their device to iOS 14.5. The data is based on a sampling of 2.5 million daily mobile active users.
When looking at users worldwide who allow app tracking, the figure rises to 12% of users in a 5.3 million user sample size.
With the release of iOS 14.5, apps must now ask for and receive user permission before they can access a device's random advertising identifier, which is used to track user activity across apps and websites. Users can either enable or disable the ability for apps to ask to track them. Apple disables the setting by default.
Since the update almost two weeks ago, Flurry's figures show a stable rate of app-tracking opt-outs, with the worldwide figure hovering between 11-13%, and 2-5% in the U.S. The challenge for the personalized ads market will be significant if the first two weeks end up reflecting a long-term trend.
Facebook, a vociferous opponent of ATT, has already started attempting to convince users that they must enable tracking in iOS 14.5 if they want to help keep Facebook and Instagram "free of charge." That sentiment would seem to go against the social network's earlier claim that ATT will have a "manageable" impact on its business and could even benefit Facebook in the long term.
Flurry Analytics, owned by Verizon Media, is used in over 1 million mobile applications, providing aggregated insights across 2 billion mobile devices per month. Flurry intends to update its figures every weekday for the daily opt-in rate as well as the share of users that apps cannot ask to track, both in the U.S. and globally.
Friday October 31, 2025 1:40 pm PDT by Joe Rossignol
The upcoming iOS 26.1 update includes a small but helpful change for iPhones, and it could prevent you from running late to something important.
Specifically, when an alarm goes off in the Clock app, there is a new "slide to stop" control on the screen for turning off the alarm. On previous iOS 26 versions, there is simply a large "stop" button, which could be accidentally tapped.
The new ...
Friday October 31, 2025 7:32 am PDT by Joe Rossignol
Apple has just given a strong indication that it will not be releasing any additional new Macs for the remainder of the year.
Apple's CFO Kevan Parekh dropped the hint during the company's earnings call on Thursday:On Mac, keep in mind, we expect to face a very difficult compare against the M4 MacBook Pro, Mac mini, and iMac launches in the year-ago quarter.Parekh essentially gave a heads up ...
Thursday October 30, 2025 4:42 am PDT by Tim Hardwick
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models at the same time, which is why we often get rumored features months ahead of launch. The iPhone 18 series is no different, and we already have a good idea of what to expect for the iPhone 18 Pro and iPhone 18 Pro Max.
One thing worth...
Wednesday October 29, 2025 4:22 am PDT by Tim Hardwick
Apple is about to drop iOS 26.1, the first major point release since iOS 26 was rolled out in September, and there are at least six notable changes and improvements to look forward to. We've rounded them up below.
Apple has already provided developers and public beta testers with the release candidate version of iOS 26.1, which means Apple will likely roll out the update to all compatible...
Friday October 31, 2025 8:52 am PDT by Tim Hardwick
Apple is expected to launch a new foldable iPhone next year, based on multiple rumors and credible sources. The long-awaited device has been rumored for years now, but signs increasingly suggest that 2026 could indeed be the year that Apple releases its first foldable device.
Below, we've collated an updated set of key details that have been leaked about Apple's foldable iPhone so far.
Ove...
Apple's iPhone 18 Pro models could be available in new rich and warm color option, according to a known leaker.
The Weibo user known as "Instant Digital" today suggested that next-year's iPhone 18 Pro models will be available in at least one of the following color options: Coffee, purple, and burgundy.
The iPhone XR, iPhone 11, iPhone 12, iPhone 14, and iPhone 14 Pro were all available in ...
Apple launched the Apple TV HD, the Siri Remote, tvOS, and their accompanying App Store a decade ago today, marking a major overhaul of the device.
The new vision for the Apple TV was unveiled on September 9, 2015 during Apple's "Hey Siri" event in San Francisco, where CEO Tim Cook introduced the device with the statement, "The future of TV is apps." The announcement represented a major...
Thursday October 30, 2025 12:42 pm PDT by Joe Rossignol
Tomorrow is Halloween, and then November is upon us. Below, we outline what to expect from Apple next month, as the slower holiday season approaches.
Apple is expected to kick off November by releasing iOS 26.1, iPadOS 26.1, macOS 26.1, watchOS 26.1, tvOS 26.1, and visionOS 26.1. With beta testing now wrapped up, the updates will likely be released this Monday, November 3 or Tuesday,...
Monday October 27, 2025 7:55 am PDT by Joe Rossignol
The upcoming iOS 26.1 update includes a handful of new features and changes for iPhones, including a toggle for changing the appearance of the Liquid Glass design, "slide to stop" for alarms in the Clock app, and more.
Below, we outline key details about iOS 26.1.
Release Date
Given that Apple has yet to seed an iOS 26.1 Release Candidate, which is typically the final beta version, the...
Monday October 27, 2025 4:51 pm PDT by Juli Clover
Apple is designing an updated version of the Apple TV 4K, and rumors suggest that it could come out sometime in the next couple of months. We're not expecting a major overhaul with design changes, but even a simple chip upgrade will bring major improvements to Apple's set-top box.
Subscribe to the MacRumors YouTube channel for more videos.
We've rounded up all the latest Apple TV rumors.
...
The default is for tracking to be disabled when iOS 14.5 is installed. So in reality this is "4% of users have opted in to having apps ask whether to track or not". 96% of users have just done nothing.
Why would anyone ever choose to turn on tracking? Open to any use cases....
I had it disabled out interest. I just wanted to know which app had the audacity to ask me in the first place. Then I deleted the least important ones.
