The post-IDFA era has arrived. The iOS 14.5 update was released yesterday, which “blocks the oxygen” to the advertising identifier. From now on, iOS applications should ask the user at the first launch whether he agrees to share personal data.

Let us briefly recall the essence of the changes.

IDFA or The Identifier for Advertisers is an identifier that can be used to track the effectiveness of advertising campaigns. In particular, it allows you to see exactly how specific users react to the ads shown to them.

However, last summer Apple announced that after the release of iOS 14, users will be able to block IDFA. As an alternative, the company offered two tools: App Tracking Transparency framework (ATT) and SKAdNetwork. Both are less efficient compared to IDFA.

Later, Apple repeatedly postponed the launch of a new privacy policy, but on April 26, 2021, it came into force.

What else has appeared in the iOS 14.5 update:

  • Users can now unlock the screen of their iPhone even while wearing a medical mask. However, the function only works on smartphones iPhone X and newer. She also needs a watch no older than Apple Watch Series 3;
  • Siri no longer has a default voice. Users can choose one of the four suggested options themselves. In addition, Siri was able to report incoming calls via AirPods headphones and call selected contacts in an emergency;
  • support for AirTag keychains. These are special tracking beacons that attach to keys, wallets, backpacks and other important things;
  • In Apple Podcasts, the company has allowed you to save and automatically add podcasts to the quick access library. In Apple News, she redesigned and accelerated the search, and in Apple Fitness +, she allowed training to be broadcast to devices with AirPlay 2 support.