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How to Limit Ad Tracking on iPhone: Advertising and Tracking Settings

Apple’s Personalized Ads and App Tracking Transparency controls do different jobs. Here’s where to find each setting and what it changes.
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To limit ads Apple personalizes for you, open Settings > Privacy & Security > Apple Advertising and turn off Personalized Ads. To stop apps from requesting permission to track you across other companies’ apps and websites, open Settings > Privacy & Security > Tracking and turn off Allow Apps to Request to Track. These are separate controls, so choose the one that matches what you want to limit.

Which iPhone setting should you change?

Setting What it covers Where to find it What changing it does
Personalized Ads Ads delivered by Apple, which may appear in the App Store, Apple News, and Stocks. Settings > Privacy & Security > Apple Advertising Turning it off limits personalization of Apple-delivered ads.
App Tracking Transparency An app’s tracking of your activity across other companies’ apps and websites for advertising or sharing information with data brokers. Settings > Privacy & Security > Tracking Turning off requests treats app tracking requests as denied; individual app permissions can also be changed.

Apple’s iPhone guide to Apple Advertising and its App Tracking Transparency support article describe distinct controls. Turning off one does not turn off the other.

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Turn off personalized ads Apple delivers

  1. Open Settings.
  2. Tap Privacy & Security, then Apple Advertising.
  3. Turn off Personalized Ads.

This setting affects personalization of ads Apple delivers; it is not a general switch for all advertising or data collection. Apple says turning it off may not reduce how many ads you see—the ads may simply be less relevant. Apple also says data used for its ads is not provided to other parties, and articles you read in Apple News are not used to target ads outside Apple’s listed apps. See Apple’s iPhone guide and Apple’s guidance on controlling personalised ads.

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Stop apps from requesting cross-company tracking

  1. Open Settings.
  2. Tap Privacy & Security, then Tracking.
  3. Turn off Allow Apps to Request to Track.

With this switch off, apps’ tracking requests are treated as denied, and you won’t receive those permission prompts. You can also leave the switch on and change permissions for individual apps listed on the Tracking screen. Apple says that when you deny tracking, an app cannot access your device’s system advertising identifier (IDFA) for tracking or use other identifying information, such as an email address, to track you. This permission control does not establish that every app’s internal data collection or every form of tracking is blocked. Details are in Apple’s App Tracking Transparency article.

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Limit location-based ads from Apple

If your concern is geographic targeting in Apple-delivered ads, check location access for the App Store or Apple News. Apple says those apps may use your device’s current location to provide geographically targeted ads when they have location access. Apple documents a separate option for turning off location-based ads; this is distinct from the Personalized Ads switch. Follow Apple’s instructions for controlling personalised and location-based ads for the relevant setting.

If the settings look different

Apple’s iPhone guide reflects iOS 27, while its App Tracking Transparency article covers iOS 14.5 and later. Settings names and navigation can vary by iOS version, region, and language. If a label differs, look under Privacy & Security for Apple Advertising or Tracking, and check Apple’s support pages for your software version.

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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.

Special offer. See more information about Outbyte and uninstall instructions. Please review EULA and Privacy policy.
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