Apple will ask before it targets you with its ads in iOS 15

Illustration by Alex Castro / The Verge

Apple will start asking for permission to enable Personalized Ads in iOS 15, the company’s method of serving relevant ads in the App Store and Apple News by analyzing what you read, purchase, and search for on your device (via 9to5Mac). The company used to collect that information by default, but now it plans to ask for permission. Apple required other developers to seek users’ permission with the debut of App Tracking Transparency, so it seems like it’s showing that it will hold itself to a similar standard.

The Personalized Ads pop-up should show up when you open the App Store if you’re running the most recent iOS 15 beta. In the pop-up, Apple writes that the ads will help you discover relevant apps, products, and services while...