The Silent Demographic
While Apple frequently highlights its commitment to user privacy, the iPhone still participates in a targeted advertising ecosystem. By default, iOS includes a feature called “Location-Based Apple Ads.” The operating system silently monitors your physical GPS location to determine your demographics and interests, and then uses that geographic data to serve you highly targeted advertisements within first-party Apple applications, such as the App Store, Apple News, and the Stocks app. If you refuse to let your physical movements dictate the advertisements you see on your personal device, you must sever this connection.
How to Turn Off Location-Based Ads
You can permanently revoke Apple’s ability to use your GPS data for marketing via the Location Services settings.
- Open the Settings app on your iPhone.
- Scroll down and tap on Privacy & Security.
- Tap on Location Services at the very top of the list.
- Scroll down to the absolute bottom of the installed apps list and tap on System Services.
- Locate the toggle switch labeled Location-Based Apple Ads (on older iOS versions, this may be called “Location-Based Alerts” or simply “Apple Ads”).
- Toggle this switch to the Off position (the green background will disappear).
Geographic Privacy
The change takes effect instantly. The iPhone will completely sever the connection between the GPS hardware and Apple’s internal advertising engine. You will still see advertisements in the App Store and Apple News, but they will be generic and contextual to your current search, never again based on the coffee shop you just visited or the city you live in.