The preservation of privacy in mobile applications has emerged as a central concern in the contemporary digital landscape. In response to this concern, both Apple and Google have implemented substantial measures to strengthen and safeguard personal information. The following is a detailed analysis of the modifications implemented by both corporations to their privacy policies, as well as guidance on how app developers can adjust to these regulatory updates.

What changes has Apple made to its privacy policy?

Apple has implemented a number of significant changes to its privacy policy, with the aim of strengthening the protection of its users’ data and improving transparency in the use of personal information. These updates include:

  • App Tracking Transparency (ATT): one of Apple’s most important updates is the introduction of ATT, which requires apps to obtain explicit consent from users before tracking their activity on other apps or websites for advertising purposes.
  • App Store privacy information: Apple has also strengthened privacy disclosure requirements in the App Store (a mobile app download platform for iOS and macOS devices, developed by Apple), requiring developers to provide clear and concise details about how user data is collected, used and shared.
  • Email protection: Another notable measure is email protection, where Apple has implemented privacy technologies to hide email addresses in registration and contact forms, preventing unwanted tracking.

What changes has Google made to its privacy policy?

Google has made significant changes to its privacy policy, aimed at restricting apps’ access to sensitive user data and promoting greater transparency in the handling of personal information. These changes reflect Google’s commitment to protecting user privacy and promoting ethical data collection practices in the mobile app ecosystem. These measures include:

  • Restricting access permissions to sensitive data: Google has restricted apps’ access to sensitive user data, such as precise location, contacts and SMS messages, limiting potential data abuse by apps.
  • New Google Play security and privacy policy: Google has implemented a new security and privacy policy on Google Play (the platform where all apps are located, created by Google so that any Android device can download them), requiring developers to declare the type of data they collect and how they use it.
  • New consent management requirements for ads: For apps that display ads, Google has introduced new consent management requirements, ensuring that users are informed about how their data is used for advertising purposes and have the option to opt out.

What steps can be taken to adapt to the new privacy policies?

In the field of mobile application development, maintaining and updating privacy policies is a critical aspect of meeting the standards set by leading companies such as Apple and Google.

  • Review and update the app’s privacy policy: It is essential to review and update the app’s privacy policy to comply with the specific requirements of Apple and Google, ensuring clear and transparent disclosure of data collection and use.
  • Seek users’ permission to access their data: Obtaining explicit consent from users before accessing their data is crucial. This is especially true for functions such as app tracking and personal data collection.
  • Optimise the app’s monetisation and marketing strategies: adopting monetisation and marketing strategies that respect user privacy can help build a relationship of trust. Alternatives such as contextual advertising may be preferable to personal data-based advertising.
  • Manage advertisements through certified CMPs: Consent management platforms (CMPs) are essential tools that help users ensure compliance with privacy regulations, especially those related to user data and cookies. Using certified consent management providers (CMPs) to manage advertisements, such as OneTrust or Cookiebot, can ensure compliance with privacy regulations and provide a more transparent and controlled user experience.


Privacy in mobile apps is more important than ever, and new policies from Apple and Google reflect a renewed focus on protecting user data. App developers need to be aware of these changes and take proactive steps to ensure compliance while maintaining the trust of their users. By prioritising transparency, informed consent and ethical data collection practices, we can build a safer and more secure app ecosystem for everyone.