Reports suggesting Google is postponing updates to its applications on iOS to avoid adhering to Apple’s new App Store Privacy Labels policy are inaccurate. This new policy, part of a broader initiative focused on user privacy, mandates that developers reveal the methods by which user data is gathered from the App Store and how it is utilized for tracking purposes. TechCrunch has verified that Google is not opposing these labels and is, in reality, preparing to implement privacy labels across its extensive collection of iOS apps within the coming week or so. [Update, 1/12/21: The labels are currently being deployed. See details below.]

TechCrunch investigated Google’s app situation following a recent article published by Fast Company that hypothesized Google’s reduced pace of iOS app releases might stem from a reluctance to openly share its user data collection practices. The report highlighted that “not a single one” of Google’s apps had received an update since December 7, 2020 – a date coinciding with the day before Apple’s new privacy label requirements took effect on the App Store.

The article further proposed that the period of late November to early December, during which numerous Google iOS apps were updated, indicated an attempt by Google to issue final updates before the app privacy label deadline.

However, there are several inaccuracies within this line of reasoning.

To begin, it should be clarified that Google did release updates for two of its apps after the deadline, although these updates did not include privacy labels. (This suggests these updates were approved prior to the deadline but were intentionally withheld.)

Google Slides, a presentation application and a prominent app within Google’s productivity suite, was updated on December 14, 2020. Additionally, Socratic by Google, a homework assistance tool and the seventh most popular free app in the Education category, received an update on December 15. (This information was confirmed with the assistance of Sensor Tower, given that Google’s iOS app portfolio is approaching 100 iPhone applications!)

While it might appear that Google is circumventing Apple’s new regulations, it’s important to avoid drawing definitive conclusions from the timing of these updates. A decrease in app updates during December is not uncommon, even though many apps are typically updated more frequently. It is also not unusual to observe app modifications released to the public in the weeks leading up to Christmas and New Year’s, as the Apple App Store itself temporarily closes during the holiday season. This year, the App Store was closed from December 23 through December 27, 2020, for its annual holiday break.

Furthermore, like many other large organizations, Google implements a code freeze from late December through early January to prevent significant issues with its products and services during the holidays when staffing levels are reduced.

Naturally, none of this implies that app privacy labels are not a significant consideration for Google, considering its core business revolves around advertising. In fact, they are being treated with considerable seriousness – with company executives currently participating in meetings to address these matters.

However, it’s worth noting that Google is not the sole major app publisher that delayed the immediate adoption of app privacy labels. As of this writing, Amazon and Pinterest have also not yet updated their apps with privacy labels.

These delays do not necessarily signify that these companies are resisting the new label requirements, but rather that they are carefully evaluating them – potentially, to a greater extent than others who may have less data to disclose. (It should be noted that these are businesses where data collection and advertising are crucial components of revenue generation.)

When contacted for a statement, a Google spokesperson affirmed the company’s plan to integrate privacy labels across its entire app catalog. They also confirmed that the rollout of these labels is anticipated to begin within the current week or the next, although a precise date remains unspecified.

UPDATE, 1/12/21:

Google announced today that the labels are being implemented, stating that: