A new feature coming with Apple’s new IOS 14 could transform the digital landscape for millions of mobile users. Apple has developed a new change to IOS that makes apps give you a pop-up when the IDFA(Identifier for Advertisers) code is requested. This is significant because many social media and other apps harvest data through the IDFA code without user knowledge. The change creates an opt-in environment where Apple device users must now agree to have their data harvested. The implications of this change are possibly revolutionary.
The first big change that this new feature would create is that users would finally have control of data instead of advertisers. Advertisers and companies have traditionally controlled data freely, but the recent political situations regarding Google and Facebook has sparked a cry for more data clarity. The big changes started with the EU requiring the notification of cookies on websites and has evolved into a wave of upcoming changes. Companies that rely on data tracking have been shaken to the core by this revolution as their whole business model is currently being threatened. The damage that could result from this historic switch is huge.
Facebook and other apps that make money from data tracking and user profiling could see a financial or even social reckoning. The financial loss of the heavily reduced data tracking possibilities could cripple Facebook’s money inflow from current users and cause a huge power play for more users in developing countries to try and survive; However, the push for new users could be stifled because most new Facebook users on IOS would end up not opting for data tracking which significantly reduces the amount of money gained per new user. Facebook is a company that needs targeted ads to exist and without their ad infrastructure the social giant might cease to exist.
One company that hugely benefits from this change is Apple itself. The clout from being the most data-tracking averse mobile platform would be huge in the current political environment. Android fans that care about data security might switch to Apple in the future due to the change. Apple would instantly become the leader of protecting user security and other companies would likely follow up with similar changes within weeks. Apple’s security first approach may end up paying off in the future by allowing for massive gains within the first quarter of 2021.
The mobile landscape will never be the same after the feature is implemented. Developers of applications will now have to convince users to hand over data instead of playing a game of keep away. Platforms that rely heavily on adds might need to reconsider their financial strategy if they want to survive. Increased microtransaction or subscription presence might be needed to make up for ad revenue losses. The mobile application space might be forced to improve their user experience for the first time.
The mobile space has been changed by Apple permanently with this change and the big data control switch could be happening right before our eyes.