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Apple's ads never used the IDFA [1]. They've said this multiple times on the record already.

>Apple does not access or use the IDFA on a user’s device for any purpose.

The IDFA was only ever used by developers. This change (when users refuse to opt-in) effectively brings everyone up to their level.

[1] https://www.scribd.com/document/485006035/Apple-Privacy-Lett...

True, but I think this is disingenuous on their part, as they don't need the IDFA since everyone using their services is logged in with an AppleID

Yup very much so. Apple uses a logged in ID to run attribution for their own ads business but requires other ad businesses to use a different ID (IDFA). Till now, these were functionally similar so no one objected.

If they change the rules for others but not themselves, they'll face anti trust cases in the courts.

> I think the only way Apple can implement this policy change without wading into an antitrust minefield is to completely give up their own ads business.

I strongly agree with you:

Apple should stay away from ads business, not only for the antitrust, but to preserve dignity towards its customers and everybody else.

Apple cares about money, everything else is secondary. Advertising is a lot of money so they have no incentive to not try to take that part of the ecosystem over like they did with other parts.

Apple isn't altruistic, they simply found a slightly different equation for maximizing revenue than Facebook or Google. But don't confuse that with them being fundamentally different from their competitors.

I agree that this seems predicated on growing ad revenue: 1. strangle the effectiveness of FB/Google targeting and MMP attribution by removing IDFA 2. Build out ASA to fill the targeting void, which can be done via AppleID 3. Search Ads becomes more effective and useful, growing value

This is a pretty dicey strategy from an antitrust perspective, but the separation of the opt-in for tracking, and the focus on growing service revenue, suggests to me it’s the direction Apple is going

You have a typo in your URL, it should be:

https://developer.apple.com/documentation/storekit/skadnetwo...

Thanks! Updated!

>a classic argument of using an advantage in one market (device and OS they control) to unfairly shut out competition in another (ads) could be made.

Is the market for advertising apps in the App Store the same market for advertising Facebook depends on?

How big is the share of share of ads shown on Facebook targeting people to install iOS apps compared with the rest of Facebook’s ad business?

Does Apple’s ad business for App Store installs follow customers around the web and collect data on them as a means to more effectively advertise iOS Apps?

Does Apple collect and use personal data on its users with the express intent to combine it in ways app marketers can leverage to more effectively target App Store advertisements?

Is there a dichotomy between these businesses if neither the market scope nor methods of personal data gathering and application match up?

Finally, and perhaps most importantly, does Apple design the device and OS to trigger customers into increasing their engagement with Apple products in order to create more opportunities to show customers personalized advertisements?

I don't know why you're being downvoted but yes this kind of question is always the center piece of any anti trust trial.

> Is the market for advertising apps in the App Store the same market for advertising Facebook depends on?

As I said, pop corn time... Pretty sure these cases will go all the way up to the US Supreme court :-)

iOS users generally have quite high purchasing power. I suspect that even untargeted ads on Apple's ad network would still be quite valuable. Even just knowing the category of app an ad is displayed in (e.g. "Game", "Reading App") might be enough demographics to "target" reasonably effectively without tracking the specific user.

Check out all these new job postings https://jobs.apple.com/en-us/search?search=ads%20platform&so...