How to turn off app tracking on new apps

When you download and open a new app, you'll get a notification that asks if you want to let the app track your activity across other companies' apps and websites. You'll also see information about what the app would track. You can tap either Ask App not to Track or Allow.

When you download an app, you'll see a notification pop up giving you a choice of whether or not you want to give the app permission to track you.

Apple

You can also opt out of app tracking across every app you download by going to Settings > Privacy > Tracking, and toggling off Allow Apps to Request to Track. This means any app that tries to ask for your permission will be blocked from asking, and automatically informed that you have requested not to be tracked. And all apps (other than those you've given permission to track in the past) will be blocked from accessing your device's information used for advertising, according to Apple.

It's important to note that this doesn't mean ads will disappear. It just means that you'll be more likely to see generic ads, not one for that same pair of shoes you clicked on one time.

How to turn off app tracking on your already-downloaded apps

For apps that you've already downloaded and may have tracking permissions set up for, you can still turn those permissions on or off on a per-app basis.

Under Settings, tap an app, and then tap to turn off Allow Tracking. Or, go to Settings > Privacy > Tracking, and tap to turn on or off each app you'll see in the list of apps that have requested permission to track your activity.

All app developers are required to ask for permission for tracking. If Apple learns a developer is tracking users who asked not to be tracked, they will need to either update their app, or else potentially face rejection from the app store.

Apple believes that privacy features like these are a differentiator for their products. Cook has said that because the company's business model isn't built on selling ads, it can focus on privacy.