The First-Party Tracking
Apple aggressively markets the iPhone as the ultimate device for personal privacy, famously introducing features that block third-party companies like Facebook from tracking your activity. However, many users are completely unaware that Apple operates its own massive advertising network. By default, iOS uses your App Store search history, your Apple News reading habits, and your account information to build a profile on you, allowing Apple to serve you highly targeted, “Personalized Ads” within their own applications. If you believe your data should not be used to sell you products, regardless of whether it’s Facebook or Apple doing the selling, you must explicitly opt out of their internal advertising network.
How to Turn Off Apple Personalized Ads
You can revoke Apple’s permission to use your profile for advertising via the Privacy settings.
- Open the Settings app on your iPhone.
- Scroll down the main list and tap on Privacy & Security.
- Scroll all the way down to the very bottom of the page.
- Tap on Apple Advertising.
- Look for the master toggle switch labeled Personalized Ads.
- Toggle this switch to the Off position (the green background will disappear).
The Result
The change takes effect immediately. Turning this off does not reduce the number of advertisements you will see in the App Store, Apple News, or the Stocks app. However, it completely severs the link between those ads and your personal identity. Apple will be forced to show you generic, contextual advertisements instead of ads based specifically on your reading habits and search history.