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Tracking is a highly privacy-invasive data collection practice that has beenubiquitous in mobile apps for many years due to its role in supportingadvertising-based revenue models. In response, Apple introduced two significantchanges with iOS 14: App Tracking Transparency (ATT), a mandatory opt-in systemfor enabling tracking on iOS, and Privacy Nutrition Labels, which disclose whatkinds of data each app processes. So far, the impact of these changes onindividual privacy and control has not been well understood. This paperaddresses this gap by analysing two versions of 1,759 iOS apps from the UK AppStore: one version from before iOS 14 and one that has been updated to complywith the new rules.  We find that Apple's new policies, as promised, prevent the collection of theIdentifier for Advertisers (IDFA), an identifier for cross-app tracking.Smaller data brokers that engage in invasive data practices will now facehigher challenges in tracking users - a positive development for privacy.However, the number of tracking libraries has roughly stayed the same in thestudied apps. Many apps still collect device information that can be used totrack users at a group level (cohort tracking) or identify individualsprobabilistically (fingerprinting). We find real-world evidence of appscomputing and agreeing on a fingerprinting-derived identifier through the useof server-side code, thereby violating Apple's policies. We find that Appleitself engages in some forms of tracking and exempts invasive data practiceslike first-party tracking and credit scoring. We also find that the new PrivacyNutrition Labels are sometimes inaccurate and misleading.  Overall, our findings suggest that, while tracking individual users is moredifficult now, the changes reinforce existing market power of gatekeepercompanies with access to large troves of first-party data and motivate acountermovement.

Goodbye Tracking? Impact of iOS App Tracking Transparency and Privacy Labels