iPhone: tracking and ad settings
Last checked: 28 Sep 2026 (iOS 27)
Two separate things on iPhone: apps tracking you across other companies' apps and websites, and Apple's own ads in the App Store, Apple News and Stocks. Each has its own switch. These paths are the same in iOS 17 through iOS 27.
Apps tracking you (App Tracking Transparency)
- Allow Apps to Request to TrackStops tracking requests
Settings → Privacy & Security → Tracking → Allow Apps to Request to TrackTurn it off and apps can't ask to track you; every app is treated as if you'd chosen "Ask App Not to Track". You can also ask apps you previously allowed to stop.
It can't be turned on for under-18s, child or managed accounts, or Apple Accounts created in the last three days; apps can't track in those cases anyway.
- Per-app trackingStops tracking requests
Settings → Privacy & Security → TrackingTurn tracking off for any app listed. Apple says an app you've asked not to track can't access the advertising identifier (IDFA) and isn't permitted to track you with other identifiers such as your email address.
Apps still work either way. This covers tracking across other companies' apps and websites, not an app's own use of data within the app.
Unless you allow tracking, Apple says an app gets the advertising identifier as all zeros. Apple's rules for developers also forbid tracking with other identifiers, such as a hashed email address, without your permission.
Apple's own ads
- Personalised AdsAds continue, less personalised
Settings → Privacy & Security → Apple Advertising → Personalised AdsTurn it off and Apple stops using your account details, downloads, purchases and News or Stocks reading to choose ads in the App Store, Apple News and Stocks.
Apple says this "may not decrease the number of ads you receive": ads based on context continue. The same screen has View Ad Targeting Information, which shows what Apple uses.
- Location for Apple's adsRelated setting
Settings → Privacy & Security → Location ServicesSet App Store, Apple Maps, Apple News or the Apple TV app to Never, or turn Location Services off. Apple says its advertising platform then doesn't receive your approximate location.
Apple says it never uses precise location for ads. Websites and apps can still estimate location from your IP address.
- System ServicesRelated setting
Settings → Privacy & Security → Location Services → System ServicesPer-service location switches. Apple's guide says system services such as location-based suggestions and location-based ads use Location Services.
The same screen has Significant Locations & Routes, which Apple uses for Maps, Calendar and Photos, not ads.
Sources
- Apple: If an app asks to track your activity (published 29 Dec 2025)
- Apple: Apple Advertising and privacy (UK, 11 May 2026)
- iPhone User Guide: Control how Apple delivers advertising
- iPhone User Guide: Location Services
- Apple developer: User privacy and data use
- Apple: iOS updates (iOS 27 released 14 Sep 2026)
This page describes your options and how organisations say they handle requests. It isn't legal advice. See About & sourcing to report a correction.