Apple Releases New iOS 14 Privacy Features
Apple released new iOS 14 privacy features in September 2020. Accordingly, these updates directly affect mobile app owners. As a result, app developers will be challenged app to build privacy-centric strategies into mobile applications.
Interestingly these updates come as businesses decrease their reliance upon website as a primary channel for businesses. Brands are shifting their focus to mobile applications as they increase in popularity. According to new data, mobile app usage grew 40% year-over-year in the second quarter of 2020. This growth even hit an all-time high of over 200 billion hours in April 2020.
Understanding the New Apple iOS 14 Privacy Features
The release of iOS/iPadOS/tvOS 14 requires applications to supply more transparency to users for the data the application and the application’s third parties’ access from the user.
New Apple iOS 14 Privacy Feature requirements include:
- App Tracking Transparency Permission prompt for application
- Privacy Nutrition Label on App Store
OneTrust helps app owners comply with the new Apple iOS 14 Privacy Feature guidelines. Here is an overview of the new requirements and details on how OneTrust can support with compliance.
App Tracking Transparency Permission
The release of the Apple iOS 14 features results in a significant reduction in the availability of device-based IDs to the app ecosystem. The extent of this will depend upon the rate of consumer opt-in to use of IDFA. These IDs are integral to many business activities that our industry relies upon. Some of these activities include, audience segmentation, ad targeting, measurement, attribution, and privacy choices.
App developers will need to think about how they appropriately motivate consumers to opt-in and how they help protect user privacy overall.
How OneTrust can Support Maximize Opt-Ins with Pre-Prompts
OneTrust Mobile App Consent supports mobile app owners to tailor app tracking and transparency permissions. Thus, allowing app owners to collect and log consent to the OneTrust backend for audit and reporting requirements. This can improve the opt-in rate for this permission, which can only be asked for once.
Additionally, OneTrust provides UI (User Interfaces) for both app tracking and transparency “pre-prompts” and “post-prompts.” A pre-prompt is a notice presented to the user before the App Tracking Transparency permission prompt has been shown or requested. Pre-Prompts supply an opportunity to educate the user on why the app is asking permission for certain actions.
Apple only allows applications to ask for App Tracking Transparency permission once. Because of this it is vital to make the most of that chance. By allowing organizations to customize the image, text, translations, and branding of this pre-prompt, the OneTrust SDK (software development kits) helps maximize your opt-ins without minimal effort.
Slightly different to a pre-prompt, a post-prompt is a notice presented after the app tracking transparency permission dialogue has been shown once. This can be used to target users that previously selected “Don’t Allow Tracking.” A post-prompt helps navigate the user to an application’s device settings to update the app tracking transparency permission setting.
Privacy Nutrition Label on App Store
Apple will now highlight the privacy details of each application through nutrition labels. Beginning December 8, 2020, new apps and existing apps needing upgrades require a Privacy Nutrition Label. These labels can be submitted through App Store Connect.
Apple has supplied all the information for generating this Nutrition Label requirement here.
According to the new guidelines, developers must supply information about all the data that they or a third party collects through an app. That includes names, email addresses, physical addresses, payment information, health data, and other types of information.
How OneTrust can Support Privacy Nutrition Label App Updates
Use the OneTrust mobile app scanner to audit your application and understand the SDKs and tracking technologies within your mobile app. When using the mobile app scanner to build your Nutrition Label there are some things you should consider. First, be sure to reference the scanning results and list out the information that is being collected from your business and third parties.
In addition to this, OneTrust customers must declare any personal data processing the OneTrust SDK performs. The reason is that it is used as a third-party to manage user consent and preferences. To aid this process follow out guidance for OneTrust SDKs (software development kits) and Apple’s Nutrition Label Requirements.
Further Reading on Apple iOS 14 Privacy Features:
- Official Apple Resource: Apple iOS 14
- CookiePro Blog: Apple’s iOS 14 Privacy Updates Will Show How Apps Are Tracking You
- PreferenceChoice Blog: Apple iOS 14 and Mobile App Privacy
Next steps on Apple iOS 14 Privacy Features:
Email marketing metrics are a key performance indicator for marketing campaigns, lead generation, and more. More and more, customers are demanding a personalized experience when engaging with their favorite brands. However, increased privacy regulations around opt-in/opt-out, consent, and more mean that marketers may need to re-evaluate their email marketing practices.
In this webinar, we’ll focus on how to prevent opt-outs and unsubscribes, grow your subscriber list through opt-ins, and implement an opt-down strategy to help improve your email marketing metrics.