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In December of 2020, Apple started to require app developers to self-reportprivacy label annotations on their apps indicating what data is collected andhow it is used.To understand the adoption and shifts in privacy labels in theApp Store, we collected nearly weekly snapshots of over 1.6 million apps forover a year (July 15, 2021 -- October 25, 2022) to understand the dynamics ofprivacy label ecosystem. Nearly two years after privacy labels launched, only70.1% of apps have privacy labels, but we observed an increase of 28% duringthe measurement period. Privacy label adoption rates are mostly driven by newapps rather than older apps coming into compliance. Of apps with labels, 18.1%collect data used to track users, 38.1% collect data that is linked to a useridentity, and 42.0% collect data that is not linked. A surprisingly large share(41.8%) of apps with labels indicate that they do not collect any data, andwhile we do not perform direct analysis of the apps to verify this claim, weobserve that it is likely that many of these apps are choosing a Does NotCollect label due to being forced to select a label, rather than this being thetrue behavior of the app. Moreover, for apps that have assigned labels duringthe measurement period nearly all do not change their labels, and when they do,the new labels indicate more data collection than less. This suggests thatprivacy labels may be a ``set once'' mechanism for developers that may notactually provide users with the clarity needed to make informed privacydecisions.

Longitudinal Analysis of Privacy Labels in the Apple App Store