Apple will remove apps that track users without opt-in permission

Apple has picked a huge fight with the advertising industry and ad-supported app developers. Starting in 2021, Apple will remove apps from its App Store that don’t comply with its App Tracking Transparency guidelines. That’s ATT in Apple-speak, and it specifies that users must give opt-in permission to be tracked.

This is on-brand and on-strategy for Apple. They’re all about privacy (or so they say), but this will be a serious hardship for ad-supported apps: no ad-targeting, no location sharing, no user info exchange. This will hit the advertising industry hard enough to knock it back to the stone age. Apple hasn’t formally set a date, but look for it in Q1. Are you going to opt in to being tracked? Take the survey below.


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Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit



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