It's been three weeks now since the release of iOS 14.5, bringing the (supposed) enforcement of Apple's new AppTrackingTransparency policy.

That deafening sound you hear is…yes, crickets.

Why are things so calm, and what happens next?

  • Apple will start pushing out the update to users, eventually. So far, it's just early adopters who knew to go looking for the new version. That means adoption rates are still almost comically low, likely in part because Apple had several high-profile, ATT-related bugs in the initial versions.
  • More rigorous enforcement of the ATT policy will begin. The rejections we've seen so far are really about cleaning up misalignments between ATT implementation and developer-reported Privacy Nutrition Label info. In other words, taking care of 'honest mistakes'. The next phase is for Apple to start auditing code for real malfeasance, which we know they have the capacity to do.
  • WWDC 2021 is happening in just under a month. What Apple announces there will give a lot of insight into their long-term plans (for example, if iOS 15 contains the rumored new report that lets users see which apps are collecting personal info).

Enjoy the peace and quiet while it lasts!

Alex Bauer


Since the iOS 14.5 release, there has been a lot of buzz about 'ATT opt-in rates'. Not necessarily because these numbers are valuable in isolation, but because this is the most visible leading indicator for how much long-term disruption AppTrackingTransparency will have.

Unfortunately, a lot of the data floating around on this is of dubious quality, with unclear methodologies and small sample sizes. This has led to confusion and some misleading narratives.

Interesting Reads

Industry Buzz



The iOS 14.5+ adoption rate hit 14% yesterday…which is still minuscule.

(More adoption metrics in this Twitter thread)

The Encore



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