Overview of iOS 14.5, which includes the App Tracking Transparency tool, lets Siri play audio with 3rd-party apps, and enables Face ID unlocking with a mask on

New York Times 2021-04-27 Brian X. Chen

Context & Ripple Effects

Apple had already signaled that App Tracking Transparency would be enabled by default in a spring software release. iOS 14.5 turns that commitment into part of the platform update alongside new Siri and Face ID behavior.

The mask-unlock feature builds on earlier Face ID improvements for mask wearers and the iOS 14.5 beta’s Apple Watch-based approach, making the watch a practical companion to iPhone authentication rather than only a separate device.

First-order effects

iPhone users gain App Tracking Transparency controls, while third-party audio apps gain a Siri route for starting playback.
Apple Watch owners can use the watch to unlock an iPhone with Face ID while wearing a mask, extending a capability tested in the first iOS 14.5 beta.

Second-order effects

Audio-app developers can compete for listening sessions initiated through Siri, increasing the value of assistant compatibility as well as their standalone apps.
Apple ties a high-friction iPhone task to Apple Watch ownership, strengthening the watch’s role in the broader iPhone experience.

Third-order effects

If Apple continues to expose selected third-party services through Siri while retaining system-level controls, the assistant becomes a more consequential distribution layer for app developers.
The combination of tracking controls and cross-device authentication points toward iOS updates as a primary mechanism for setting both developer access and user-control rules across Apple devices.

The trend: Apple is using operating-system updates to govern third-party access while making core iPhone features more dependent on, and useful with, its wider device ecosystem.

Discussion

@kurtwagner8 Kurt Wagner on x
Here is the pop-up that Facebook plans to show users right before they have to decide whether to allow FB to “track” them on iOS 14. So you'll see the FB screen first, then a version of this permissions screen from Apple (imagine “Venmo” is replaced with “Facebook") https://twitt…
@alexeheath Alex Heath on x
“You have become the product” Interesting Apple ad touting its new ad tracking prompt https://t.co/zeIirg2d2u
@jarroddicker @jarroddicker on x
new ad guidelines aren't just changing the way apps make money, it's changing the way apps market. new products pour dollars into advertising to get downloads. almost every media company spends a majority of marketing dollars on Facebook to acquire users.
@briannawu Brianna Wu on x
Hate Facebook? DO THIS RIGHT NOW. 1. Download iOS 14.5 2. Go to Settings, Privacy, Tracking 3. Turn “Allow apps to ask to track you” OFF They are terrified of this update because it destroys their ability to track you across the entire Internet. https://twitter.com/...
@samifathi_ Sami Fathi on x
A live look at Tim Cook pushing the “release iOS 14.5” button, knowing what Mark Zuckerberg is feeling rn. https://twitter.com/...
@cnbc @cnbc on x
.@karaswisher: Facebook will adapt to Apple's privacy changes. She discusses Facebook's worry over Apple's new software update. “The only places to advertise are Facebook and Google so maybe that is the problem.” @CNBCTechCheck https://www.cnbc.com/... https://twitter.com/...
@matthewstoller Matt Stoller on x
@JuddLegum Zuckerberg has considered filing an antitrust suit against Apple. I don't get why he doesn't go after the app store moat. That wouldn't hurt Facebook.
@fredericjacobs Frederic Jacobs on x
iOS 14.5, available now, brings App Tracking Transparency which requires apps to get the user's permission before tracking their data across apps or websites owned by other companies for advertising, or sharing their data with data brokers. https://www.youtube.com/...
@autumndork Auggie on x
If you have an iPhone, please update to iOS 14.5. It contains a total reworking of it's universal privacy features and now requires your consent before anything is allowed to track or gather your information. Zuckerberg has been trying to block this update in court for months htt…
@monkchips Mnkchps on x
The business models of Apple and Facebook are in increasing conflict. My money in on Apple right now. https://twitter.com/...
@jason_kint Jason Kint on x
Today: Kneecapped by Apple https://www.wired.com/...
@lorenzofb Lorenzo Franceschi-Bicchierai on x
NEW: Go update your iPhone to 14.5 so you can tell apps to stop tracking you. Apple just introduced one of the most important privacy features in years. Here's a quick explainer on what that is. https://www.vice.com/...
@schubes17 Schubes on x
KELLY: Apple's adding a privacy feature that lets you restrict apps from sharing your data. But this article says there's pushback? ME: That's odd, because that sounds good. KELLY: Some guy is quoted that it'll hurt small businesses. ME: What, is he from Facebook? Sure enough... …
@snazzyq Quinn Nelson on x
woof apple breaking out the big guns - https://www.youtube.com/...
@matthewstoller Matt Stoller on x
One thing I don't understand is why, if Facebook and Apple are at each others' throats, Facebook doesn't start lobbying for app store legislation to break Apple's monopoly.
@carnage4life Dare Obasanjo on x
iOS 14.5 arrives today and practically every ad supported app is going to hit you with the equivalent of the EU cookie banner. The coverage of this from both WSJ at https://t.co/xRqQt9rdEu and the Financial Times has been informative on the ramifications across the industry. http…
@jacknicas Jack Nicas on x
@MikeIsaac Apple and Facebook's fight intensifies with the release of a new iPhone feature today that requires apps to get permission to track people on other apps. Most people are expected to block that tracking — and Facebook isn't happy. @bxchen explains here: https://www.nyti…
@trycatchhcf @trycatchhcf on x
“With the release of Apple's iOS 14.5 on Monday, all of your apps will have to ask in a pop-up: Do you want to allow this app to track your activity across other companies' apps and websites? For once, your answer can be no.” https://www.wired.com/...
@jason_kint Jason Kint on x
Wow, here is another great report on the Apple changes. This one from @lilyhnewman @WIRED who also nails the nuance in what is impacted here especially the type of data collection being blocked by default without consent. https://www.wired.com/... https://twitter.com/...
@jason_kint Jason Kint on x
ps and Facebook's reward for spreading false info in private meetings with ad clients, hiring Definers, attacking Apple, is they get to (once again) be the poster child of surveillance as Apple rolls this out 48 hours prior to Facebook earnings. 🤣 https://twitter.com/...
@morningbrew @morningbrew on x
7/ You got it: Facebook Facebook took to App Tracking Transparency like a foot to a stray Lego piece. In a PR blitz following Apple's announcement, it argued that small businesses would be hurt without the ability to send users targeted FB ads. https://twitter.com/...
@michellemanafy Michelle Manafy on x
Today, Apple will release iOS 14.5, one of its most anticipated software updates for iPhones & iPads in years. It includes a new privacy tool, called App Tracking Transparency, which should provide more control over how data is shared. https://www.nytimes.com/...
@msmaryruthie @msmaryruthie on x
“When an app wants to follow our activities to share information with third parties such as advertisers, a window will show up on our Apple device to ask for our permission to do so. If we say no, the app must stop monitoring and sharing our data.” https://www.nytimes.com/...

Chronicles