iPhone: tracking and ad settings
Last checked: 28 Sep 2026 (iOS 27); Lockdown Mode added 15 Oct 2026
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 your email address, without your permission.
"Allow Apps to Request to Track" greyed out? Apple says it can't be turned on for anyone under 18, for child or managed Apple Accounts (such as a work or school account), or for Apple Accounts created in the last three days. In those cases apps can't track you anyway.
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.
If your work could make you a target: Lockdown Mode
Lockdown Mode is an optional setting for people at risk of rare, highly targeted hacking. Apple says it's designed for "the very few individuals who, because of who they are or what they do, might be personally targeted by some of the most sophisticated digital threats", and that "Most people will never be targeted by attacks of this nature." People whose work makes them a possible target, such as some journalists, campaigners or officials, may want to consider it.
Settings → Privacy & Security → Lockdown Mode → Turn On Lockdown Mode
Confirm, then tap Turn On & Restart and enter your passcode. It's available from iOS 16, with more protections from iOS 17. Apple says to keep your devices updated for the full set.
Apple says your iPhone won't work as it usually does. For example:
- most message attachments are blocked, and links and link previews in messages don't work
- some complex website features are blocked, so some sites may load slowly or not work properly
- FaceTime calls from people you haven't called in the last 30 days are blocked
- shared albums are removed from Photos
- the iPhone must be unlocked to connect to accessories, and it won't join non-secure Wi-Fi automatically
Phone calls, plain text messages and emergency features still work. You can exclude trusted websites, apps and (from iOS 27) contacts under Settings → Privacy & Security → Lockdown Mode, but Apple warns this reduces the protection. Lockdown Mode has to be turned on separately on an iPad or Mac; a paired Apple Watch follows the iPhone.
Other iPhone privacy settings
- Significant Locations and Apple Maps Visited Places: what your iPhone keeps about where you've been.
- Unknown tracker alerts: what to do if your iPhone says an AirTag is moving with you.
- Apple Health: sharing with apps and people, and deleting data.
- Family Sharing location.
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)
- Apple: About Lockdown Mode (published 18 Sep 2026)
This page describes your options and how organisations say they handle requests. It isn't legal advice. See About & sourcing, or report a correction.