iOS 14.4 is coming soon, and it seems a game-changing new iPhone privacy feature could finally make an entrance.
Apple’s iOS 14.4 is on its way, and should be ready for launch very soon. When it does arrive on your iPhone, it could include a long-awaited and frankly game-changing privacy feature that we’ve been waiting for for some time.
The new iPhone privacy feature in iOS 14.4—dubbed called App Tracking Transparency (ATT)—is a major change to the way apps can track you across services. When using an app on your iPhone, a pop up box will appear, asking you to actively opt in to tracking.
The pop up will read: “x would like permission to track you across apps and websites owned by other companies. Your data will be used to deliver personalized ads to you.”
You will then be able to choose between “Allow Tracking” or “Ask App Not To Track.”
The new privacy feature first showed up in iOS 14.4 in late December, Apple Insider reports, and the second beta version was released last week, indicating the updated operating system version is getting closer. There isn’t a set date yet, but iOS 14.4 will certainly be available in early 2021.
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Facebook objects to the iOS 14 privacy move
Some firms, particularly Facebook, have objected to the Apple privacy move, which effectively sees the end of the so-called IDFA (identifier for advertisers). Saying that the anti-tracking feature will hurt its small business advertisers, Facebook took out full page adverts in a number of papers to voice its concerns.
Apple has already delayed the iOS 14 privacy change once, to give app developers more time to adjust their apps, but the iPhone maker has made it clear that it does intend to roll out the feature in 2021.
The possible iOS 14.4 move is great for people’s privacy, but it could also spark a serious new problem, with some developers saying they will look to circumvent the new feature with banned practices such as device fingerprinting.
The anti-tracking feature has been a long time coming. For now, you can actually turn off the ability for apps to track you across services using my simple guide.
Of course, nothing is certain, but hopefully iOS 14.4 will launch along with the new iPhone privacy feature within weeks.