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This week, Apple released a big update for iOS that focuses heavily on your privacy.  In iOS 14.5 there is a new feature called App Tracking Transparency (ATT). App Tracking requires  apps to ask for permission before they track you across other iPhone apps and services. After upgrading iOS and opening an app, it may now ask you whether or not you want to 'Allow [App Name] to track your activity across other companies' apps and websites?' You can answer 'Ask app not to track' or 'Allow’. Each app will ask. If an app doesn't ask you for permission, that inherently means it legally cannot track your out-of-app activities, so don't worry that you missed your chance to protect your data. 

At any time, you can change your choice. On iPhones and iPads, go to Settings > Privacy > Tracking. On tvOS devices, go to Settings > General > Privacy > Tracking. You'll see every app that you either approved or denied data access. Any apps toggled off cannot collect any information outside of whatever user data you provide to them voluntarily in-app.

App tracking transparency focuses on preventing an individual app from tracking your iPhone activity across every app. But it doesn't stop apps from collecting information from you directly in-app, then selling it on to advertisers. If you're uncertain what exactly an individual app knows about you, you'll need to use another iOS 14 feature called privacy labels. Go to the App Store and search for the app in question. Once you find it, tap it and scroll down to the App Privacy section. You'll see all of the data categories that can be 'linked to your identity' through the app.

The good news is, Apple has put more privacy control back in your hands!