Why is Apple’s iOS 14.5 update so controversial?

After six months of waiting, Apple iOS 14.5 has landed, but a number of institutions are not pleased. Top Business Tech takes a closer look.

Apple has released its iOS 14.5, and there are two key features to come with it. One of the latest updates, which has garnered considerable protest from both Facebook and the rest of the advertising industry is the ‘app tracking transparency’ feature, which sets out to return data autonomy to iPhone users.

So how does it work?

Developers will now be required to obtain consent to access a user’s data when an application is opened. Should a user wish to prevent applications from tracking their internet footprint, they can decline consent to allow applications to access to their unique user ID.

Shutting out advertisers 

Plans for this feature were announced last summer and were met with immediate protest from across the advertising industry, leading to a six-month delay in releasing the feature. Dan Levy, VP Ads and Business Products said that the update is “harmful” to small businesses that require personalised ads to reach customers.

Apple’s director of global privacy, Jane Horvath, responded to a number of Privacy firms who protested the implementation of the latest update:  “We developed [app tracking transparency] for a single reason: because we share your concerns about users being tracked without their consent and the bundling and reselling of data by advertising networks and data brokers.”

She added: “Facebook and others have a very different approach to targeting. Not only do they allow the grouping of users into smaller segments, they use detailed data about online browsing activity to target ads.” 

READ MORE: 

Another key feature of iOS 14.5

Apple users who have updated to the latest iOS can now unlock their smartphones while wearing a mask, a much-desired feature since the outbreak of COVID-19. The only caveat? Users will need to own an Apple SmartWatch in order to do this.

Apple said: “With Apple Watch on the wrist, unlocked, and in close proximity to iPhone, users can simply glance at their iPhone and they will receive haptic feedback from Apple Watch, indicating their iPhone has been unlocked.”

For more news from Top Business Tech, don’t forget to subscribe to our daily bulletin!

Follow us on LinkedIn and Twitter

Amber Donovan-Stevens

Amber is a Content Editor at Top Business Tech

Is It Time for a VMware Alternative?

Wind River • 22nd May 2025

Companies have options when it comes to replacing VMware as their cloud platform, to address rising costs, support concerns, and a shrinking partner ecosystem. If you are ready to contemplate a different vendor, here are five reasons why Wind River Cloud Platform should be on your short list of VMware alternatives.

AI Leads as VivaTech Unveils Top 100 Startups

Viva Technology • 14th May 2025

Viva Technology has unveiled the first edition of its “Top 100 Rising European Startups for 2025,” spotlighting the most promising young companies shaping Europe’s tech future. Germany, France, and the UK lead the ranking, which highlights high-growth startups across 13 countries. Artificial intelligence dominates the list, with 15 companies spanning AI agents, models, and infrastructure....

Birmingham Unveils the UK’s Best Emerging HealthTech Advances

Kosta Mavroulakis • 03rd April 2025

The National HealthTech Series hosted its latest event in Birmingham this month, showcasing innovative startups driving advanced health technology, including AI-assisted diagnostics, wearable devices and revolutionary educational tools for healthcare professionals. Health stakeholders drawn from the NHS, universities, industry and front-line patient care met with new and emerging businesses to define the future trajectory of...

Why DEIB is Imperative to Tech’s Future

Hadas Almog from AppsFlyer • 17th March 2025

We’ve been seeing Diversity, Equity, Inclusion, and Belonging (DEIB) initiatives being cut time and time again throughout the tech industry. DEIB dedicated roles have been eliminated, employee resource groups have lost funding, and initiatives once considered crucial have been deprioritised in favour of “more immediate business needs.” The justification for these cuts is often the...

The need to eradicate platform dependence

Sue Azari • 10th March 2025

The advertising industry is undergoing a seismic shift. Connected TV (CTV), Retail Media Networks (RMNs), and omnichannel strategies are rapidly redefining how brands engage with consumers. As digital privacy regulations evolve and platform dynamics shift, advertisers must recognise a fundamental truth. You cannot build a sustainable business on borrowed ground. The recent uncertainty surrounding TikTok...