The iPhone no longer has a Reset Advertising Identifier button. To limit ad tracking on a current iPhone, go to Settings > Privacy & Security > Tracking and turn off Allow Apps to Request to Track. Then go to Settings > Privacy & Security > Apple Advertising and turn off Personalized Ads.
This guide covers both settings, how to manage tracking app by app, location-based ads, Safari’s tracking protection, and why the old reset option disappeared. The steps follow Apple’s app tracking and Apple Advertising guides and Apple’s support article If an app asks to track your activity.
In this article:
- Stop apps from tracking you
- Manage tracking for individual apps
- Turn off personalized ads from Apple
- Block location-based ads
- Limit tracking in Safari
- Why the reset option went away
- Frequently asked questions
Stop Apps From Tracking You
- Open the Settings app.
- Tap Privacy & Security.
- Tap Tracking.
- Turn off Allow Apps to Request to Track.
Result: Apps stop showing tracking prompts. Apple says any app that asks while this is off is treated as if you tapped Ask App Not to Track, and it can’t access the advertising identifier (IDFA). Apple also says apps that are told not to track aren’t allowed to track you with other information that identifies you or your device, like your email address.
Manage Tracking for Individual Apps
The list under Allow Apps to Request to Track shows apps that have already asked. Tap the switch next to any app to turn its permission on or off. Apple says you can still use the full features of an app whether or not you let it track you.
When you turn off the main switch, Apple says you can also choose to ask all apps you previously allowed to stop tracking, or let those apps keep their permission.
Result: Each app’s permission matches what you chose. If the main switch is grayed out, Apple lists some reasons: a child account or a user under 18, an Apple Account managed by a school or business, a device profile that limits tracking, or an Apple Account created in the last 3 days.
Turn Off Personalized Ads From Apple
Apple delivers ads in the App Store, Apple News and Stocks. To stop Apple from personalizing them:
- Open Settings.
- Tap Privacy & Security.
- Scroll down and tap Apple Advertising.
- Turn off Personalized Ads.
Result: Apple stops using your information to target its ads. Apple notes this may not reduce how many ads you see. The ads are just less relevant. To see what Apple uses, tap View Ad Targeting Information on the same screen.
Block Location-Based Ads
Apple says that if you let the App Store or Apple News use your location, its ad platform might use it for geographically targeted ads. To stop that:
- Go to Settings > Privacy & Security > Location Services.
- Turn off Location Services, or tap App Store or News and set Allow Location Access to Never.
Result: Apple’s ads in those apps no longer use your current location. Turning off Location Services entirely affects every app, so choosing Never for just App Store and News is usually the better choice. See how to turn off Location Services on an iPhone.
Limit Tracking in Safari
Apple says Safari limits third-party cookies and data by default with Prevent Cross-Site Tracking. To check it, go to Settings > Apps > Safari and make sure Prevent Cross-Site Tracking is on. Email can report back to senders too, so see how to stop loading email pictures on the iPhone to control remote content in Mail.
Why the Reset Option Went Away
Older versions of iOS let you reset the advertising identifier so ad companies would see you as a new user. Since iOS 14.5, Apple says apps must ask for permission before tracking your activity across other companies’ apps and websites. If you say no, or turn off the request switch, the app can’t access the advertising identifier at all. That does more than a reset did.
Use the Older iOS 8 Ad-Tracking Controls
On an iPhone 6 running iOS 8, open Settings > Privacy > Advertising and turn Limit Ad Tracking on. That historical screen also offers Reset Advertising Identifier and its confirmation if you intend to reset the identifier. The newer Tracking and Apple Advertising menus above replace these old controls. Limiting tracking does not block advertisements or promise anonymity; check the enabled switch rather than expecting ads to disappear.
Frequently Asked Questions
Will I see fewer ads?
Not necessarily. These settings limit tracking and personalization. Apple says turning off personalized ads may not reduce the number of ads you receive. If you also stream on an Amazon device, you can turn off interest-based ads on a Fire TV Stick as well.
Do apps still work if I say no to tracking?
Yes. Apple says you can still use the full capabilities of the app either way.
Why can’t I turn on Allow Apps to Request to Track?
Apple says it can be locked off for child accounts, users under 18, managed school or work accounts, devices with a restricting profile, and Apple Accounts created in the last 3 days.
Related: how to change local network access and how to see which apps can access your photos.
Want fewer unwanted stories, too? Here’s how to block a channel in Apple News. On an older iPhone, you can also hide the Next Up bar in the News app.
Matthew Burleigh is the founder, head writer, and editor of Solve Your Tech, which he launched in 2012. He has written technology tutorials since 2008 and worked in IT since 2003, including small-business support, IT management, and consulting. He holds Bachelor’s and Master’s degrees in Computer Science from Arizona State University.
Matthew writes practical guides for Windows, iPhone and iPad, Microsoft Office, Outlook, Google apps, and Android. Solve Your Tech’s guides are tested on current devices or checked against official product documentation, with clear steps, sources, and update dates.
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