Peloton is the latest to blame ad-related iOS privacy changes on Apple for negatively impacting its business, according to a new report. Bloomberg Mark Gourmet.
Peloton, best known for its home gym equipment and online fitness classes, has blamed the App Tracking Transparency (ATT) rules introduced by Apple in iOS 14.5 for making it difficult to add new subscriptions to its services by targeting online shoppers based on them. interests.
The company made the announcement this week in its latest income statement, in which it cited a slower-than-expected recovery from the pandemic, before cutting its annual revenue forecast by as much as $ 1 billion while lowering its forecasts for subscribers and profit margin.
Peloton said it now expects sales for the fiscal year ending June 2022 to be between $ 4,4 billion and $ 4,8 billion, up from $ 5,4 billion forecast less than three months ago.
On devices running iOS 14.5 and later, Apple requires apps to ask users for permission to track them in other apps and websites. As part of its ATT, users can choose whether they want to be tracked for advertising or other marketing purposes.
“Some apps have built-in trackers that collect more data than they need to,” explains Apple in a promotional video “Sharing it to third parties like advertisers and data brokers ... This was happening without your knowledge or permission. Your information is for sale. You have become a product. "
Apple received similar complaints last month from Mark Zuckerberg, who blamed Apple's privacy changes for lower-than-expected quarterly growth during a phone call about earnings to Meta, the company formerly known as Facebook. Meta's CEO said the changes "will not only [negatively] impact our business, but millions of small businesses at an already difficult time in the economy for them."
According to one report, Apple cost social media companies including Meta, Twitter, Snapchat and YouTube nearly $ 10 billion in revenue in the second half of 2021. But Peloton has more to worry about when it comes to Apple, which this week expanded Fitness +, its own home fitness service, to 15 more countries.
Peloton shares have dropped nearly 20% since Apple unveiled new Apple Fitness + features at its September event. A clear sign of investor concern over Apple's fitness penetration are reports released earlier this week. who tied drop in Peloton shares from approval of a patent for the Apple Fitness + app, which includes HIIT, Yoga, Core and other trainer-led workouts similar to Peloton.
