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 a report shows that since last year, the average price of in-app purchases on Apple’s iOS has risen by 40%, one of the main reasons is Apple’s App Tracking Transparency (AppTrackingTransparency, ATT) privacy feature , this restriction makes the app's customer acquisition cost higher .

　　According to an Apptopia report, in-app purchase price increases on iOS are much higher than on Google Play . The increase may be “as publishers responded to increases in effective cost per install (eCPI) due to Apple’s app tracking transparency policy making user acquisition more expensive,” the report said.

　　According to ATT, apps need user approval before they can be tracked . After the launch of this feature, it has had an impact on many developers and companies.

　　Facebook/Meta reported its first-ever quarterly revenue decline. In July, the company highlighted the challenges facing U.S. companies and fears of a recession, but Wall Street analysts see TikTok competition and Apple's privacy changes as the company's real near-term concerns.

　　A separate report in April said Apple's app tracking transparency could lead to a nearly $16 billion drop in revenue for the big tech platform.

　　Therefore, there is no way to get revenue from tracking users, so developers can only get more revenue from other sources, and in-app purchases are one of the affected points.