iOS Fingerprinting

Fingerprinting technology was once a widely used technique for tracking user behavior across the web, but its effectiveness has been greatly reduced in recent years. As a result, many advertisers and marketers are abandoning fingerprinting in favor of other methods for tracking user behavior, including in native iOS apps.

One reason for the decline of fingerprinting is the increasing use of privacy-focused features in mobile operating systems, including iOS. For example, iOS includes built-in privacy features such as Intelligent Tracking Prevention (ITP) and Limit Ad Tracking (LAT), which limit the use of tracking technologies and unique device identifiers by apps and advertisers. These features make it much harder for apps to track users’ activities and gather data on their browsing habits.

In addition, Apple has taken steps to crack down on apps that engage in aggressive tracking and data collection practices. The company requires apps to obtain user consent before accessing sensitive data such as location, contacts, and photos, and has been known to reject apps that engage in excessive tracking or data collection.

Another factor contributing to the decline of fingerprinting in native iOS apps is the increasing use of app-specific advertising identifiers, which are unique to each app and can be used to track users’ activities within that app. While these identifiers can be used for targeted advertising, they are less effective for tracking users across different apps or websites.

Intelligent Tracking Prevention (ITP): This technology is designed to prevent tracking across websites by limiting the use of third-party cookies and other tracking technologies. ITP applies to both Safari and other apps that use the WebKit engine, which means that it can help limit the use of tracking technologies in native iOS apps as well.

Limit Ad Tracking (LAT): This feature allows users to limit the use of their device’s unique advertising identifier by apps and advertisers. When LAT is enabled, apps are not allowed to use the device’s advertising identifier for targeted advertising or to track user behavior across different apps.

App-specific advertising identifiers</span>: In addition to the device’s advertising identifier, iOS allows apps to use app-specific advertising identifiers that are unique to each app. This allows for targeted advertising within the app, but makes it more difficult for apps to track user behavior across different apps or websites.

App Store review guidelines: Apple’s App Store review guidelines prohibit apps from engaging in excessive tracking or data collection practices. Apps must obtain user consent before accessing sensitive data such as location, contacts, and photos, and are not allowed to share user data with third parties without explicit user consent.

Overall, these technologies and guidelines are designed to protect user privacy and limit the use of tracking technologies in iOS native apps. By providing users with greater control over their data and limiting the use of tracking technologies, Apple is helping to create a safer and more secure app environment for all.

MAC address randomization: Starting with iOS 14, Apple implemented MAC address randomization for Wi-Fi networks. This means that each time the device connects to a different Wi-Fi network, it generates a new MAC address to prevent tracking by network operators or advertisers.

Privacy-focused features: Apple has introduced numerous privacy-focused features and settings in iOS to give users greater control over their data and limit the effectiveness of tracking technologies. For example, iOS includes a Privacy Report feature that shows users which websites have attempted to track them and how many times they have been blocked by Safari’s tracking prevention technologies.

App Tracking Transparency: In iOS 14.5 and later, Apple introduced App Tracking Transparency (ATT), which requires apps to obtain user consent before tracking their behavior across other companies’ apps or websites. This gives users greater control over their data and limits the effectiveness of fingerprinting techniques used by advertisers and other companies.