It’s unlikely that Apple has seen much financial benefit from app tracking transparency since the privacy feature was launched last year, according to Kinchuk Jerath, a professor of business administration in the marketing department at Columbia Business School.


In a report by Apple, Gerrat said allegations that billions of advertising dollars have moved from companies like Meta to Apple due to the introduction of app tracking transparency are “speculative” and “lack supporting evidence.”

Wirth gave three reasons for his opinion:

  • Apple’s search advertising business is a small part of the overall mobile advertising market
  • The growth in Apple’s search advertising business was preceded by the introduction of app tracking transparency and is likely to be driven in part by other factors, such as the continued overall growth of mobile ads and app install ads and the expansion of search advertising activity to China in July 2021
  • Apple makes a prompt during the iOS setup process that enables users to turn off personalized ads on their devices

In October 2021, a financial times You mentioned that app tracking transparency has resulted in “windfalls” for Apple’s advertising business. The report claimed that Apple’s share of the mobile app advertising market tripled in the six months since the feature was introduced. Apple said the feature was designed to protect users, not the company.

Apple has not provided any internal numbers to support the report’s findings.

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