Analysis

Apple's App Tracking Shift Seizes On 'Spirit' Of Privacy Laws

Law360 (May 4, 2021, 7:59 PM EDT) -- Apple's recent move to require apps to obtain permission before tracking users is poised to reshape the advertising industry and fuel emerging antitrust concerns, while raising the bar set by U.S. privacy laws on how much control consumers should have over their personal information.

With the rollout of its latest operating system, iOS 14.5, last week, Apple began enforcing its App Tracking Transparency Framework, which requires apps that want to track users across other apps or websites for targeted advertising purposes to alert users with a one-time pop-up that gives them the option to deny permission for this tracking.

Requiring affirmative, opt-in...

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