Apple brings ‘bad news’ with iOS 14

It’s almost that time of the year when Apple brings up its annual update to iOS. This year it might be delayed from September to October due to the COVID-19 pandemic.

The company previewed some of the features expected to roll out with iOS in June 2020 at its annual Worldwide Developers’ Conference. 

One of the biggest discussions of iOS 14 — and has the likes of Facebook concerned — is the anti-tracking feature it is expected to have. 

Apple is making iOS even more secure by including a private safety layer. The place where developers will be needed to seek permission before tracking a user across apps and websites.

This feature hasn’t gone down well at all with Fb and after making initial grumbling noises, the social media giant has now issued a warning to businesses, advertisers, and developers about how iOS 14 will harm them. In two different blog posts, the Mark Zuckerberg-led company clarified how iOS 14 will make it tough for them to monetize on its platforms.

“This is not a change we need to make, but unfortunately Apple’s updates to iOS14 have pressured this decision. We all know this may severely impact publishers’ potential to monetize through Audience Network on iOS 14, and, despite our best efforts, may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14 in the future.”

In its weblog post, Facebook said that this could have an extreme impact on revenues. “While it’s tough to quantify the impression to publishers and developers at this point with so many unknowns, in testing we’ve seen more than a 50% drop in Audience Network publisher revenue when personalization was removed from mobile app ad install campaigns.” The company further said, this number could be higher in many cases and it is “working on short-and long-term strategies to support publishers through these changes.”

Facebook has made it clear that iOS 14 will harm its developers and publishes “at an already difficult time for businesses” and that “these are small businesses that depend on ads to support their livelihood.” “We stand in strong support of the developer community and will share updates as we learn more about Apple’s policy and what actions publishers can take,” the blog post added.

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