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Apple’s App Tracking Transparency feature has arrived — here’s what you need to know
The latest version of Apple’s mobile operating system — iOS 14.5 — is launching today, and with it comes a much-discussed new privacy feature called App Tracking Transparency.
The feature was first announced nearly a year ago, although the company delayed the launch to give developers more time to prepare. Since then, support for the feature has already gone live in iOS and some apps have already adopted it (for example, I’ve seen tracking requests from Duolingo and Venmo), but now Apple says it will actually start enforcing the new rules.
That means iPhone owners will start seeing many more privacy prompts as they continue using their regular apps, each one asking for permission to “track your activity across other companies’ apps and websites.” Every app that requests tracking permission will also show up in a Tracking menu within your broader iOS Privacy settings, allowing you to toggle tracking on and off any time — for individual apps, or for all of them.
What does turning tracking on or off actually do? If you say no to tracking, the app will no longer be able to use Apple’s IDFA identifier to share data about your activity with data brokers and other third parties for ad-targeting purposes. It also means the app can no longer use other identifiers (like hashed email addresses) to track you, although it may be more challenging for Apple to actually enforce that part of the policy.
Image Credits: Apple
There’s been intense debate around App Tracking Transparency in the lead up to its launch. The pro-ATT side is pretty easy to explain: There’s a tremendous amount of personal information and activity that’s being collected about consumers without their consent (as Apple outlined in a report called A Day in the Life of Your Data), and this gives us a simple way to control that sharing.
However, Facebook has argued that by dealing a serious blow to ad targeting, Apple is also hurting small businesses that depend on targeting to affordable, effective ad campaigns.
The social network even took out ads in The New York Times, The Wall Street Journal and The Washington Post declaring that it’s “standing up to Apple for small businesses everywhere.” (The Electronic Frontier Foundation dismissed the campaign as “a laughable attempt from Facebook to distract you from its poor track record of anticompetitive behavior and privacy issues as it tries to derail pro-privacy changes from Apple that are bad for Facebook’s business.”)
Others have suggested that these changes could do “existential” damage to some developers and advertisers, while also benefiting Apple’s bottom line.
The full impact will depend, in part, on how many people choose to opt out of tracking. It’s hard to imagine many normal iPhone owners saying yes when these prompts start to appear — especially since developers are not allowed to restrict any features based on who opts into or out of tracking. However, mobile attribution company AppsFlyer says that early data suggests that opt-in rates could be as high as 39%.
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Watch Apple’s Spring Loaded event light right here
Today, Apple is holding a (virtual) keynote at 10 AM PT (1 PM in New York, 6 PM in London, 7 PM in Paris). And you’ll be able to watch the event right here as the company is streaming it live.
Rumor has it that Apple plans to unveil a brand new iPad Pro. In particular, Apple’s tablet could get a big display update as the company could switch to mini-LED displays. You can expect some better specifications as well.
But that’s not all, we expect to see a refreshed iPad mini. Apple could also be ready to release AirTags after many months of rumors and leaks. As always, the only way to find out is by watching the event.
You can watch the live stream directly on this page, as Apple is streaming its conference on YouTube.
If you have an Apple TV, you don’t need to download a new app. You can open the Apple TV app and find the Apple Events section. It lets you stream today’s event and rewatch old ones.
And if you don’t have an Apple TV and don’t want to use YouTube, the company also lets you live stream the event from the Apple Events section on its website. This video feed now works in all major browsers — Safari, Firefox, Microsoft Edge and Google Chrome.
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Xbox Cloud Gaming beta starts rolling out on iOS and PC this week
The era of cloud gaming hasn’t arrived with the intensity that may have seemed imminent a couple years ago when major tech platforms announced their plays. In 2021, the market is still pretty much nonexistent despite established presences from nearly all of tech’s biggest players.
Microsoft has been slow to roll out its Xbox Cloud Gaming beta to its users widely across platforms, but that’s likely because they know that, unlike other upstart platforms, there’s not a huge advantage to them rushing out the gate first. This week, the company will begin rolling out the service on iOS and PC to Game Pass Ultimate users, sending out invites to a limited number of users and scaling it up over time.
“The limited beta is our time to test and learn; we’ll send out more invites on a continuous basis to players in all 22 supported countries, evaluate feedback, continue to improve the experience, and add support for more devices,” wrote Xbox’s Catherine Gluckstein in a blog post. “Our plan is to iterate quickly and open up to all Xbox Game Pass Ultimate members in the coming months so more people have the opportunity to play Xbox in all-new ways.”
The service has been available in beta for Android users since last year but it’s been a slow expansion to other platforms outside that world.
A big part of that slowdown has been the result of Apple playing hardball with cloud gaming platform providers, whose business models represent a major threat to App Store gaming revenues. Apple announced a carve-out provision for cloud-gaming platforms that would maintain dependency on the App Store and in-app purchase frameworks but none of the providers seemed very happy with Apple’s solution. As a result, Xbox Cloud Gaming will operate entirely through the web on iOS inside mobile Safari.
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Equity Monday: Clubhouse, UiPath and the crypto flash crash
Hello and welcome back to Equity, TechCrunch’s venture capital-focused podcast where we unpack the numbers behind the headlines.
This is Equity Monday, our weekly kickoff that tracks the latest private market news, talks about the coming week, digs into some recent funding rounds and mulls over a larger theme or narrative from the private markets. You can follow the show on Twitter here and myself here.
First, our news roundup from last week was probably the most fun I’ve had in a few months, so make sure to catch up on that if you haven’t. That said, here’s a rundown of what we got into on the show this morning:
- The new Clubhouse round has us thinking about what is a good venture-style bet, and what isn’t. At least you can’t fault the Clubhouse crew for not having conviction.
- UiPath raised its IPO range, as expected.
- There’s an Apple event this week, which caused us to wonder why more startups aren’t competing with the giant.
- Cryptos have recovered from the flash crash, which had us thinking.
- Druva raised $147 million as TechCrunch will report later today, and Razorpay raised even more capital at a newly refreshed valuation.
- Finally, DoNotPay had some news, but its corporate ethos proved even more interesting.
The week is here, everyone! It’s Monday! We can do this!
Equity drops every Monday at 7:00 a.m. PST, Wednesday, and Friday at 6:00 AM PST, so subscribe to us on Apple Podcasts, Overcast, Spotify and all the casts!
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Apple shares more details about its imminent App Tracking Transparency feature
Apple is sharing more details today about its upcoming App Tracking Transparency feature, which will allow users to control, on an app-by-app level, whether their data is shared for ad-targeting purposes.
In a sense, anyone using the current version of iOS can see App Tracking Transparency in action, since iOS already includes a Tracking menu in the Privacy settings, and some apps have already started asking users for permission to track them.
But when iOS 14.5 (currently in developer beta) is released to the general public sometime in early spring, Apple will actually start enforcing its new rules, meaning that iPhone users will probably start seeing a lot more requests. Those requests will appear at various points during the usage of an app, but they’ll all carry a standardized message asking whether the app can “track your activity across other companies’ apps and websites,” followed by a customized explanation from the developer.
Once an app has asked for this permission, it will also show up in the Tracking menu, where users can toggle app tracking on and off at any time. They also can enable app tracking across all apps or opt out of these requests entirely with a single toggle.
One point worth emphasizing — something already stated on Apple’s developer website but not entirely clear in media reports (including our own) — is that these rules aren’t limited to the IDFA identifier. Yes, IDFA is what Apple controls directly, but a company spokesperson said that when a user opts out of tracking, Apple will also expect developers to stop using any other identifiers (such as hashed email addresses) to track users for ad targeting purposes, and not to share that information with data brokers.
This does not, however, stop developers from tracking users across multiple apps if all those apps are operated by a single company.
The Apple spokesperson also said that Apple’s own apps will abide by these rules — you won’t see any requests from Apple, however, since it doesn’t track users across third-party apps for ad targeting purposes. (As previously noted, there’s a separate Personalized Ads option that determines whether Apple can use its own first-party data to target ads.)
Facebook has been particularly vocal in criticizing the change, arguing that this will hurt small businesses who use targeting to run effective ad campaigns, and that the change benefits Apple’s bottom line.
Apple has pushed back against criticism in privacy-focused speeches, as well as in a report called A Day in the Life of Your Data, which lays out how users are actually tracked and targeted. In fact, the report has just been updated with more information about ad auctions, ad attribution and Apple’s own advertising products — SKAdNetwork, which tracks app installs after ads are viewed, and Private Click Measurement, which tracks how ads drive users to websites (but uses on-device data processing).
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Daily Crunch: Apple Arcade expands with classic games
Apple adds classic titles to Apple Arcade, Microsoft experiences an outage and Coinbase is going public. This is your Daily Crunch for April 2, 2021.
The big story: Apple Arcade expands with classic games
Until now, Apple’s game subscription service was limited to exclusive new titles, but today it’s introducing two new categories: App Store Greats (popular iPhone games like Monument Valley+, Fruit Ninja Classic+, Cut the Rope Remastered and Badland+) and Timeless Classics (board games and puzzle games, such as Backgammon+ and Chess Play and Learn+).
This is a major expansion to the Apple Arcade back catalog, but it’s not simply a matter of putting previously free games behind a paywall. The Arcade versions of these titles will be ad-free and without in-app purchases — you’re never paying anything beyond the $4.99 monthly subscription fee. Also, some of these games had become unavailable in their original forms due to iOS and hardware updates.
The tech giants
Microsoft outage knocks sites and services offline — Microsoft stumbled back online Thursday after an hours-long outage in the middle of the U.S. west coast working afternoon.
Startups, funding and venture capital
Coinbase to direct list on April 14th, provide financial update on April 6th — The company will trade under the ticker symbol “COIN.”
Uruguayan payments startup dLocal quadruples valuation to $5B with $150M raise — This means that the five-year-old Uruguayan company has effectively quadrupled its valuation in a matter of months.
Backflip offers an easier way to turn used electronics into cold, hard cash — The company offers customers cash on delivery for their used electronics, which could be anything from iPhones to Game Boys.
Advice and analysis from Extra Crunch
How is edtech spending its extra capital? — Edtech M&A activity has continued to swell.
Tech in Mexico: A confluence of Latin America, the US and Asia — LatAm entrepreneurs seem to be looking to Asian tech giants for product inspiration and growth strategies.
RPA market surges as investors, vendors capitalize on pandemic-driven tech shift — Robotic process automation came to the fore during the pandemic as companies took steps to digitally transform.
(Extra Crunch is our membership program, which helps founders and startup teams get ahead. You can sign up here.)
The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 3pm Pacific, you can subscribe here.
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Apple expands Apple Arcade with classic App Store games
Apple has announced an expansion for its subscription gaming service Apple Arcade. In addition to exclusive game releases, the company is adding two new categories — Timeless Classics and App Store Greats.
In the “App Store Greats” category, you can find some well-known iPhone games that have been released over the past decade, such as Threes+, Mini Metro+, Monument Valley+, Fruit Ninja Classic+, Cut the Rope Remastered and Badland+.
This is an interesting move, as Apple has focused on exclusive titles so far. Arguably, some Apple Arcade games are sequels of popular App Store games — I’d put Mini Motorways and Rayman Mini in this category, for instance.
But Apple is changing its stance and essentially buying a back catalog of App Store games. Some of them are still available on the App Store, while others have become incompatible with modern iOS versions due to framework and hardware updates. 64-bit processors have rendered many games incompatible for instance.
As always, Apple isn’t just putting free games behind a paywall. These are brand new downloads on the App Store. You get the full game without any ad or in-app purchase.
In addition to old school App Store games, Apple is also adding “Timeless Classics” games. It’s a selection of board games and classic puzzle games that are included in your subscription. Games include Backgammon+, Chess Play & Learn+, Good Sudoku+, Tiny Crossword+, etc.
Those games should definitely help when it comes to reducing churn. Some people just like playing chess over and over again. They might start subscribing to play some chess and pay an Apple Arcade subscription just to keep using the same app.
Overall, Apple is dropping 32 games today, and Apple Arcade has more than 180 games in its catalog. Apple originally launched the service in September 2019. You can download Apple Arcade games for $4.99 per month and there’s no additional in-app purchases. Games are available on the iPhone, the iPad, the Apple TV and macOS. Up to six family members can play with a single Apple Arcade subscription and you can also access Apple Arcade with an Apple One subscription.
Apple has been betting heavily on subscription services, such as Apple Music, Apple TV+, Apple Fitness+ and Apple News+. While some of those services have been very successful, such as Apple Music, the company is still adding more and more content to other services to prove that you should subscribe over the long haul. And today’s Apple Arcade update should definitely help for its game subscription service.
Image Credits: Apple
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Tim Cook and Tim Sweeney among potential witnesses for Apple/Epic trial
A proposed witness list filed by Apple for its upcoming trial against game-maker Epic reads like a who’s who of executives from the two companies. The drawn out battle could well prove a watershed moment from mobile app payments.
The two sides came to loggerheads when the Fortnite maker was kicked out of the App Store in August of last year after adding an in-game payment system designed to bypass Apple’s – along with Apple’s cut of the profiles.
Epic has accused Apple of monopolist practices pertaining to mobile payment. Apple, meanwhile, has argued that Epic broke the App Store agreement in order to increase its revenue.
Filed late last night by the hardware giant, the document includes top executives from bot sides. For Apple, the list includes CEO Tim Cook, Software Engineering SVP Craig Federighi and Apple Fellow, Phil Schiller. On team Epic, it’s Tim Sweeney and VP Mark Rein. Executives from Microsoft, Facebook and NVIDIA are also included, for good measure.
In a statement provided to TechCrunch, Apple notes,
Our senior executives look forward to sharing with the court the very positive impact the App Store has had on innovation, economies across the world and the customer experience over the last 12 years. We feel confident the case will prove that Epic purposefully breached its agreement solely to increase its revenues, which is what resulted in their removal from the App Store. By doing that, Epic circumvented the security features of the App Store in a way that would lead to reduced competition and put consumers’ privacy and data security at tremendous risk.
The trial is expected to kick off May 3. We’ve reached out to Epic for additional comment.
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Fleksy co-founder is suing Apple over lost revenue resulting from App Store scammers
Kosta Eleftheriou, a co-founder of the Fleksy keyboard app later sold to Pinterest in an acqui-hire deal, has been calling attention to Apple App Store issues like fake reviews, ratings and subscription scams, as well as malicious clone apps, after his own app, FlickType, was targeted by scammers. Now, the developer is taking the next step in his App Store crusade: he’s filing a lawsuit against Apple.
The suit, which the developer claims was filed Wednesday in California Superior Court in Santa Clara county, alleges that Apple enticed developers to build applications for its App Store — the only place iOS applications can be legally sold — by claiming it’s a safe and trustworthy place, but doesn’t protect legitimate app developers against scammers profiting from their hard work.
What’s more, the suit says, Apple is disincentivized to do so because scammers are generating revenue for Apple via their use of subscriptions, which involve a revenue share with Apple.
Eleftheriou has been personally impacted by App Store scammers. He left a well-paying job at Pinterest to develop his FlickType app, an alternative swipe keyboard for Apple Watch. After its launch, the app was targeted by copycat app makers who claim their apps offer the same feature set as FlickType but instead lock users into high-priced subscriptions for their poorly designed software. They also flood their apps with fake ratings and reviews to make them appear to be a much better option when users are looking for an app in this space.
Meanwhile, FlickType sports a 3.5-star rating, as it’s often dinged for Apple Watch platform issues that are outside the developer’s control or missing features users want to call attention to. Eleftheriou engages with his app’s users, however — responding to complaints and letting users know when features they’ve requested were added or bugs have been fixed. Scammers simply buy enough 5-star reviews to keep their apps’ overall ratings higher.
In other words, Eleftheriou is doing the hard work of being an App Store developer carving out a category for swipe keyboards for the Watch, but his potential income is being shifted over to scam apps who have a falsified App Store presence.
In years past, Apple took seriously issues of app quality. It worked to clean up shady subscription apps and remove clones and spam from the App Store through regular sweeps. It even once went so far as to ban apps built using templates in an effort to raise the bar on app quality, which angered small businesses that didn’t have the resources or funds to build more professional apps. (Apple later revised its policy to be more equitable.)
But the new lawsuit alleges that Apple is now doing little to police scammers’ apps because it profits from developer misconduct. Eleftheriou also notes he has raised these issues to Apple via his company KPAW, LLC, but Apple did “next to nothing” to resolve the problem.
Eleftheriou’s story is even more complicated, though, because his app was rejected from the App Store numerous times after meeting with Apple special projects manager Randy Marsden over a possible acquisition. He tells TechCrunch numbers were discussed with Apple and his meetings had included a director and a VP, among others. Apple was considering turning FlickType into an Apple Watch feature, the lawsuit notes.
Shortly thereafter, FlickType was pulled from the App Store over App Store Review Guidelines violations, even as a competitor’s app was approved. Eleftheriou appealed for his app through Developer Relations but was given no guidance on how to prevent the same problem in the future, he said.
Over the months that followed, FlickType continued to face rejections from App Store Review. Apple’s App Store Review said that the app offered a “poor user experience,” even though tech journalists at numerous outlets had praised it, and Apple had once considering buying it. App Review also told the developer that “full keyboard apps are not appropriate for Apple Watch,” while it continued to allow competitors to publish their own keyboard apps.
Apple’s App Review team also allowed third-party apps that were running FlickType’s integratable version of the keyboard to be approved without issues. These included Watch apps like Nano for Reddit, Chirp for Twitter, WatchChat for WhatsApp and Lens for Instagram.
The App Store has a big problem
You: an honest developer, working hard to improve your IAP conversions.
Your competitor: a $2M/year scam running rampant.1/
— Kosta Eleftheriou (@keleftheriou) January 31, 2021
After Apple approved FlickType in January 2020, the company claims it had already lost over a year of revenue to competitor keyboards that were not constantly being rejected. Nevertheless, FlickType reached the App Store’s Top 10 Paid app list and generated $130,000 in its first month. As a result of its success, it was quickly targeted by scammers who launched watered-down, barely usable competitors to the app, cutting into FlickType’s revenue. FlickType’s revenue dropped to just $20,000 per month. The competitors were also using fake ratings to get their app boosted and installed by unsuspecting users.
Eleftheriou’s story was not unique, as it turned out. In recent months, he has been documenting the App Store’s multimillion-dollar scams, including those he was facing as well as others brought to his attention by developers with similar struggles. Apple, in some cases, would take action against the scammers he highlighted on social media. In other cases, it would not. And it would sometimes only take down one of the developer’s scam apps, but allow others under the same developer account to continue to operate.
The new lawsuit aims to hold Apple accountable for the issues Eleftheriou faced by asking Apple to restore his lost revenue and pay out any other damages awarded by the court.
Apple has not responded for a request for comment at this time.
A copy of the lawsuit is below. It is not yet appearing in public record searches for verification purposes. We’ll follow up to confirm when the case appears online and update accordingly.
Kpaw, LLC v. Apple, Inc by TechCrunch on Scribd
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Amazon will expand its Amazon Care on-demand healthcare offering US-wide this summer
Amazon is apparently pleased with how its Amazon Care pilot in Seattle has gone, since it announced this morning that it will be expanding the offering across the U.S. this summer, and opening it up to companies of all sizes, in addition to its own employees. The Amazon Care model combines on-demand and in-person care, and is meant as a solution from the search giant to address shortfalls in current offerings for employer-sponsored healthcare.
In a blog post announcing the expansion, Amazon touted the speed of access to care made possible for its employees and their families via the remote, chat and video-based features of Amazon Care. These are facilitated via a dedicated Amazon Care app, which provides direct, live chats via a nurse or doctor. Issues that then require in-person care are then handled via a house call, so a medical professional is actually sent to your home to take care of things like administering blood tests or doing a chest exam, and prescriptions are delivered to your door as well.
The expansion is being handled differently across both in-person and remote variants of care; remote services will be available starting this summer to Amazon’s own employees, as well as other companies that sign on as customers, starting this summer. The in-person side will be rolling out more slowly, starting with availability in Washington, D.C., Baltimore, and “other cities in the coming months” according to the company.
As of today, Amazon Care is expanding in its home state of Washington to begin serving other companies. The idea is that others will sign on to make Amazon Care part of an overall benefits package for employees. Amazon is touting as a major strength of the service the speed advantages of testing services, including results delivery, for things including COVID-19.
The Amazon Care model has a surprisingly Amazon twist, too — when using the in-person care option, the app will provide an updated ETA for when to expect your physician or medical technician, which is eerily similar to how its primary app treats package delivery.
While the Amazon Care pilot in Washington only launched a year-and-a-half ago, the company has had its collective mind set on upending the corporate healthcare industry for some time now. It announced a partnership with Berkshire Hathaway and JPMorgan back at the beginning of 2018 to form a joint venture specifically to address the gaps they saw in the private corporate healthcare provider market.
That deep pocketed all-star team ended up officially disbanding at the outset of this year, after having done a whole lot of not very much in the three years in between. One of the stated reasons that Amazon and its partners gave for unpartnering was that each had made a lot of progress on its own in addressing the problems it had faced anyway. While Berkshire Hathaway and JPMorgan’s work in that regard might be less obvious, Amazon was clearly referring to Amazon Care.
It’s not unusual for large tech companies with lots of cash on the balance sheet and a need to attract and retain top-flight talent to spin up their own healthcare benefits for their workforces. Apple and Google both have their own on-campus wellness centers staffed by medical professionals, for instance. But Amazon’s ambitions have clearly exceeded those of its peers, and it looks intent on making a business line out of the work it did to improve its own employee care services — a strategy that isn’t too dissimilar from what happened with AWS, by the way.
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