It has been a lot of speculation and debate regarding Chrome's cookie depreciation, but Apple has already since some time been a strong anti tracking lighthouse.
Here we just want to give a quick update regarding what Apple has done in terms of preventing tracking. This is of course an important issue for the individual user, but also for professional marketers both when trying to target specific audiences and when trying to figure out which marketing activity that led to positive incremental effects.
In addition to ITP for Safari, Apple obviously has a firm grip on the app market. Since iOS 14.5 in 2021 ATT (App Tracking Transparency) all apps must ask for permission before tracking users activity across other companies' apps and websites. According to Statista, around 25% of the iOS-users have opted-in for tracking in April 2022.
To sum up, Apple is leading the anti tracking movement and soon enough we will see the impact of Google’s coming alternative to the third party cookie.