A New iOS Update Has Rolled Out

Apple has rolled out a major new update for iOS this week, with certain features potentially impacting on how you approach your small business app functionality. We’ve rounded up the key developments here for you including more on the one setting that is pitting Apple against other major tech brands and publishers.

The tracking setting stirring up a storm

One of the major talking points of iOS 14.5 is the software’s ‘app tracking transparency’ setting. This means that apps will need to ask for the user’s permission upon first use if it wishes to track the user’s activity across other apps and websites. If consent is given, the user will be allocated a user ID which the app will use to track that person. If not, the app will not be able to monitor user activity.

This feature has been the source of much controversy with Facebook saying that it meant non-personalised advertising had returned. In a blistering attack, it said that the Apple setting took the industry back by 20 years and could severely impact on local businesses and app developers who make apps such as games available for free, because of an inability to target ads to users.

Others say that the inability to track will cost some developers and publishers more than half of their ad revenues.

For its part, Apple says the setting is an important step forward for privacy by no longer allowing apps to track user activity without their consent.

Facemasks

Apple Watch owners downloading the new version of the operating system will be able to use their watch to open their phone when wearing a face mask. This is good news if you’ve been frustrated by facial recognition’s refusal to recognise your face when wearing a mask, but not so helpful if you don’t have an Apple Watch. Apple explains, “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."

Siri gets an upgrade

Siri has been upgraded to allow for more diversity with users now able to choose the Siri’s voice. The default voice for Siri has been disabled, so users will need to select the voice they prefer when they set up their device. At present, this feature is available in English with Apple saying it is powered by Neural Text to Speech technology to give a very natural voice.

Air Tags

If you often lose your house keys or misplace your wallet, iOS 14.5 will help you locate your essentials. Simply add one of Apple’s new ‘Air Tag’ discs to anything you don’t want to lose and then if you can’t find it, open the Find My app to locate your missing item. This is another feature that has generated criticism with Apple openly criticized in the US Senate for copying an existing solution, Tile which works in much the same while, while simultaneously preventing Tile from using the technology that powers the Find My app.