Devs are taking it on the chin from Apple, says Consumer Acquisition.
Devs are taking it on the chin from Apple, says Consumer Acquisition.
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Brian Bowman: Apple’s IDFA change has triggered 15% to 20% revenue drops for iOS developers

  • Posted byby Dean Takahashi
  • Updated
  • 13 min

Apple critics such as Epic Games CEO Tim Sweeney have complained about Apple’s alleged anticompetitive behavior with the App Store. But Consumer Acquisition’s Brian Bowman has frequently sounded the alarm on Apple’s decision to favor user privacy over targeted ads by changing access to its Identifier for Advertisers (IDFA).

Based on Consumer Acquisition’s analysis of $300 million in paid social ad spending, IDFA has had a devastating impact, Bowman said in an interview with GamesBeat. In a report issued today, Bowman said that iOS advertisers are experiencing a 15% to 20% revenue drop and inflation in unattributed organic traffic.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.