Apple devices are capturing a larger share of advertising spend following the release of iOS 14.5, but only in markets where iOS has historically been an important player, according to a WARC Data analysis of AppsFlyer data.

Why it matters

In markets where Apple is less relevant, advertisers have been willing to shift budgets to target more data-rich Android devices. However, in markets where Apple plays a more important role, advertisers have been reluctant to move their investment. The introduction of iOS 14.5 has disrupted the mobile advertising market, but this impact has been uneven.

Apple's growing share in major...