The Internal Advertising Engine
While Apple frequently markets the iPhone as the ultimate privacy device, the company operates its own massive advertising network. By default, iOS constantly monitors your physical location via the GPS chip. When you open the Apple App Store or the Apple News app, the operating system uses this geographical data to serve you “Location-Based Apple Ads.” If you walk near a specific coffee shop or travel to a new city, the App Store will silently alter its recommendations to push local applications and targeted advertising to your screen. If you refuse to allow the manufacturer of your phone to monetize your physical movements, you must sever this connection.
How to Turn Off Location-Based Apple Ads
You can permanently disconnect the internal advertising engine from your GPS hardware via the Privacy settings.
- Open the Settings app on your iPhone.
- Scroll down and tap on Privacy & Security.
- At the very top of the screen, tap on Location Services.
- Scroll all the way down to the absolute bottom of the app list and tap on System Services.
- Locate the toggle switch labeled Location-Based Apple Ads (or Apple Ads in newer versions).
- Toggle this switch to the Off position (the green background will disappear).
Absolute Geo-Privacy
The change is instantaneous. The iPhone will completely terminate the background connection between the GPS hardware driver and the App Store’s advertising daemon. Apple will still show you advertisements inside the App Store, but those ads will now be completely generic and utterly blind to your physical whereabouts, ensuring your daily commute is never used to target you with marketing.