Apple has released its latest software update for iPhone, the iOS 14.5. The update adds tons of new features, including Unlock iPhone with Apple Watch, more diverse Siri voice options, new emojis as well as the ability to track AirTags.
But before we get to all of that, let’s talk about the new App Tracking Transparency framework, which could have major ramifications with the way mobile advertising currently works.
The new update requires apps to get the user’s permission before tracking their data across apps or websites owned by other companies for advertising, or sharing their data with data brokers.
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Users will see a prompt when they open an app that wants access to user-level data. They can choose to accept or deny app publishers the permission to track their activity. Previously, the “identifier for advertisers” (IDFA) was activated by default but with the update, the opt-in rates are likely to be low.
This will shut off a stream of data that app developers and advertisers have used to link users’ behavior across apps and mobile websites, thereby delivering a major blow to internet companies that rely on targeted advertising such as Facebook, Google, and several news outlets.
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And while Apple CEO Tim Cook argues that privacy should be a human right, Facebook chief Mark Zuckerberg said that the new update will hurt small businesses and raise costs across the internet.
"Every business starts with an idea, and being able to share that idea through personalized ads is a game changer for small businesses," Facebook said in a blog post in February. "Limiting the use of personalized ads would take away a vital growth engine for businesses."
However, the social media company confirmed that it will abide by the new privacy rules by showing a permission prompt when its iOS app is first opened. But the rollout could take a few weeks, the company told CNET in a statement.
Users can set their iPhone to automatically unlock without requiring a Face ID match or passcode as long as Apple’s smartwatch is on your wrist. With the new update, you can use Apple Watch to unlock your iPhone even when you’re wearing a facial mask, which is a pretty handy feature during the pandemic. Note that it works with iPhone X and later and Apple Watch Series 3 and later.
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Apple’s Siri voice assistant no longer has a default voice, allowing users to choose from one of the four voices when they first set up their device. There are two new Black American voices in English, male and female, and a new male voice.
Siri also gets support for Group FaceTime; can now announce incoming calls through AirPods or compatible Beats headphones; and supports calling emergency contacts.
The update also includes loads of inclusivity-focussed new emojis; Bluetooth support for new Microsoft Xbox Series S/X and Sony PlayStation 5 controllers; the ability to watch Apple Fitness Plus workouts on a TV with AirPlay 2; support for AirTags; and a redesigned Apple Podcasts and Apple News app.