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Apple’s App Tracking Transparency (ATT) prompt controls whether an app may perform Apple-defined tracking across other companies’ apps, websites, or offline properties for targeted advertising or advertising measurement. If you tap “Ask App Not to Track,” the app cannot access your device’s Identifier for Advertisers (IDFA), and Apple’s rules prohibit the defined tracking without permission. It is not a universal switch that stops an app from collecting or sharing all data.
What Apple means by “tracking”
Apple defines tracking as linking data collected from an app about a user or device with data from other companies’ apps, websites, or offline properties to target advertising or measure advertising. Permission through ATT is required for that activity under Apple’s User Privacy and Data Use policy.
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That definition is narrower than “any data collection” but broader than a single advertising identifier. The relevant question is whether information is linked across companies for the stated advertising purposes, not simply whether an app gathers information about how it is used.
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Declining has a specific technical consequence: the app cannot access the system IDFA. Apple’s developer presentation says the API returns all zeros after a denial. The IDFA is an advertising identifier, not a name for every piece of information an app may collect.
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There are two parts to the effect. The system authorization status and IDFA access are handled by Apple’s framework; separately, Apple’s developer policy says an app must not carry out the defined tracking without permission. Apple states: “Unless you receive permission from the user to enable tracking, the device’s advertising identifier value will be all zeros and you may not track them as described above.”
This is a permission gate and a policy obligation, not a promise that the dialog technically disables every possible data flow. Apple’s framework documentation describes the authorization request and status in its AppTrackingTransparency reference.
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What the prompt does not block
ATT is not a blanket data-collection control. Declining does not, by itself, mean an app stops collecting information within its own service, nor does the prompt establish that every form of data sharing is disabled. The documented restriction concerns tracking as Apple defines it, and the concrete identifier effect is that the app cannot access IDFA.
Apple’s policy describes limited exceptions, including data linked solely on the user’s device without being sent in an identifying way, and data shared with a broker solely for fraud prevention, security, or specified consumer-reporting purposes. Those are narrow cases, not a general exemption for analytics or data sharing.
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How ATT differs from privacy labels and fingerprinting rules
App Store privacy labels
Privacy labels and ATT authorization serve different purposes. Apple says App Store privacy labels disclose developer-reported data practices; ATT asks for permission for tracking as Apple defines it. A label is a disclosure, not a substitute for the ATT choice.
Fingerprinting
Apple says fingerprinting—using signals from a device in an attempt to identify the user or device—is prohibited under its developer agreement regardless of the user’s ATT choice. That is a policy prohibition; it does not mean the ATT prompt itself detects or technically blocks every fingerprinting attempt. Apple discusses these distinctions in its WWDC22 privacy presentation.
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Review or change the choice on iPhone or iPad
- Open Settings.
- Tap Privacy & Security.
- Tap Tracking to review your app tracking choices.
Apple Support lists this path for iPhone and iPad in its guide, If an app asks to track your activity. Apple TV uses a different path, so these steps are specific to iPhone and iPad.
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