A major upgrade to Apple’s mobile operating system, iOS v14, was published on September 16, 2020. Several improvements are included in the new operating system to make the iPhone more user-friendly. New to iOS 14 include a revamped home screen, numerous groundbreaking new features, updated applications, and enhanced Siri. In addition to a plethora of additional improvements that make iOS a more streamlined platform. Also, there have been some modifications to privacy settings in iOS 14.

Moreover, various additional safety options have been integrated into the modernised OS. In an effort to give consumers greater control over their personal data, Apple is implementing these changes, which will have a substantial impact on how much information can be shared about a user’s whereabouts.

These privacy regulations, although necessary, are going to have a major effect on how brands engage with iPhone users. Marketers may need to be more open and solicit additional approvals for the use of the data they gather. The following is essential information for those who are just learning about the privacy improvements included in iOS14.

Principal Privacy Alterations in iOS 14

The latest iOS has two major improvements. Users must now provide IDFA authorization before it can access their data, and they may now choose a more generalised location.

Adaptations to IDFA Preferences

In 2012, Apple introduced its Identifier for Advertisers (IDFA) programme, which assigns a unique identifier to each user and enables advertisers to follow their activities across several devices.

At the time a user installs an ad’s app, the advertiser has access to a wealth of information thanks to the IDFA, including the user’s device ID, name, email address, and more, up till iOSv13. There were no barriers preventing them from acquiring this information even if the user switched phones. Furthermore, there was no requirement for advertisers to notify users when they had created an IDFA.

iOS 14 reverses this pattern. Apple has made it mandatory for marketers to inquire as to whether or not customers are comfortable with sharing their IDFA. In response to the request, the user can choose to either accept or reject it.

Parameters for the location shift

Furthermore, the location of the user is often essential to the operation of many apps. In the past, some advertisers have taken advantage of this loophole to follow individual users around and serve them location-based adverts.
By adding a “Approximate Location” option, Apple iOSv14 somewhat modifies this provision. The user can switch to an approximate location if they don’t want to reveal their exact location.

Future Implications for Social Media Advertising

Further improvements to user privacy have been introduced in Apple’s latest iOS release. Some of the potential effects of these shifts on social media marketers are outlined below.

  • The new “Approximate Location” improvements will have a significant negative effect on the ability to track the specific locations of iPhone users, making it more challenging to quantify foot activity within stores.
  • Keeping tabs on new users might become more difficult: The last-click measure is widely used for channel attribution, and with good reason. Now that “Approximate Location” is a thing, it can be tough to identify if a person is new or a returning one.
  • Targeting depending on location will be influenced by: Targeting users based on specific locations may become significantly more difficult as a result of changes to IDFA and location settings. The effectiveness of these efforts will now depend on whether or not users agree to be tracked via IDFA.
  • Stronger arguments are required. With consumers holding more sway, marketers have an even greater challenge. IDFA used to be your go-to source for effortlessly acquiring this information. You must now persuade users to join your mailing lists and opt into your advertising initiatives.

When Will These Adjustments Take Effect?

According to a recent note sent to developers, Apple will hold off on enforcing the iOSv14 privacy rules for now. The majority of the adjustments, though, will most likely be implemented by the beginning of 2021. Because of this, you should probably assess your current advertising plan to determine whether adjustments need to be made to budget or channels.