How Quickly Will Users Upgrade to iOS 14.5 with IDFA-limiting App Tracking Transparency?

iOS 14.5 is predicted to impression your complete cell app {industry}, from builders to advertisers.


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Flurry Analytics, owned by Verizon Media, is utilized in over 1 million cell functions, offering aggregated insights throughout 2 billion cell gadgets per thirty days. For this evaluation, Flurry analyzed the adoption charges of the previous 4 iOS variations after they launched. Let’s begin by reviewing the worldwide adoption price of the most recent working system model at the moment in manufacturing, iOS 14.4.2.

Within the chart above, we present the share of energetic iPhones utilizing iOS 14.4.2. With this model fixing a vulnerability that allows malicious internet content material to carry out common cross-site scripting, iOS 14.4.2 was quickly adopted, reaching 35% of iPhones inside the first week of launch, and 58% within the following week. Within the third week of launch, the adoption price slowed down, rising by solely 6 proportion factors versus 18 factors the week earlier than. 

Let’s subsequent evaluation the worldwide adoption of the sooner model iOS 14.4.1, which additionally fixes a crucial vulnerability, permitting a malicious internet web page to carry out distant code execution in WebKit. 

Within the chart above, we present the adoption price from launch day till the launch of the subsequent iOS model. Adoption of iOS 14.4.1 began spiking in its second week of launch, reaching 35% of iPhone gadgets. Within the third week, adoption continued to climb and rapidly reached 55% of iPhones worldwide.

Primarily based on the 2 iOS variations reviewed to this point, when Apple releases new safety fixes, Apple customers undertake them quickly.

Let’s subsequent evaluation the adoption of the sooner iOS 14.4 model. This launch brings extra modifications than the 2 variations reviewed to this point. It provides 3 new options and 6 bug fixes.  

The adoption of iOS 14.4 resembles that of its prior model, with a steep spike within the second week of launch, reaching 39% of iPhones worldwide. Adoption continued to climb within the third week after which slowed down within the following weeks, hovering round 70%. 

Let’s lastly evaluation the adoption of the sooner iOS 14.3 model, which brings much more modifications: 19 new options and 11 bug fixes. With that many updates, we predict this model has probably the most comparable properties to iOS 14.5.

In comparison with prior variations reviewed to this point, mass adoption of iOS 14.3 appears to have been delayed, spiking to 57% adoption within the fifth week since launch. We predict relying on the kind of launch, particularly the variety of new includes a model brings, Apple could possibly be throttling the variety of customers who get prompted to improve, delaying the spike in mass adoption. 


When Apple releases a brand new iOS model, there isn’t a constant sample within the price of adoption. Our knowledge reveals that the adoption curve appears to be like completely different throughout the previous 4 iOS releases, with mass adoption selecting up from one to 5 weeks after launch day. 

Relying on the kind of launch, we predict Apple could possibly be throttling the variety of customers who get prompted to improve, impacting adoption charges. Because of this adoption uptake could possibly be affected by Apple bucket-testing its launch. If so, as soon as the discharge is made Usually Obtainable (GA), there’s persistently a steep spike in adoption, which signifies that Apple customers persistently improve rapidly as soon as they GA a model.

We anticipate iOS 14.5 adoption to most bear a resemblance to that of iOS 14.3, which introduced the most important variety of new options of the previous 4 variations. We additionally assume that the industry-impacting modifications led to by iOS 14.5 will immediate Apple to bucket-test, leading to an initially gradual adoption, adopted by a fast mass adoption as soon as they GA.