Apple is changing the default setting for personalized ads in iOS 15, making the setting no longer enabled from the start.
How do I enable or disable personalized ads from Apple Advertising on iPhone (iOS 15.5)?
While not explicitly stated, it's likely that Apple's decision to make this adjustment is related to the company's recent settlement with the courts. 9to5Mac points out that scaling back on aggressive, targeted advertising is a wise move considering the tech giant is currently under fire over antitrust concerns.
Until now, Apple’s personalized ads (also known as targeted ads) were turned on by default. Users had to dig deep into their iOS device’s settings to find the opt-out switch, and even then, they had to know where to look. This is despite Apple itself previously limiting targeted ads for third-party apps.
With Apple attempting to practice what it preaches a little, iOS 15 users who open the App Store will be presented with a prompt asking if they want to enable personalized ads. If you change your mind later, you can go back into your device’s settings to change it. The option can be found in Settings > Privacy > Apple Advertising.
