Apple’s Upgraded Intelligent Tracking Prevention May Cause Conversions To Crash

Each fall, Apple releases a new iPhone with the promise that it’s the best iPhone ever.

This year’s iPhones are very much iterative. One of the features that Apple has upgraded is Intelligent Tracking Prevention (ITP), a feature that first launched last year in its mobile browser Safari. ITP prevents users from being tracked by ad tech businesses across the web, and thanks to some upgrades, the latest iPhones will be the least trackable ever.

These changes will have a massive impact on marketing in the United States because of Apple’s dominance in its home market. Globally, Google Chrome is used by around 55% of mobile internet users, but in the United States, Safari is the dominant force with a 50% share of browsers.

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