Apple Starts Rejecting Apps That Use UDIDs
Apple has started rejecting developer submissions for apps that use UDIDs, according to a TechCrunch report.
Last August, the company had announced that access to the UDID would be phased out but it seems like Apple may be accelerating the process due to increase privacy concerns with iOS.
"Everyone's scrambling to get something into place," said Victor Rubba, chief executive of Fluik, a Canadian developer that makes games like Office Jerk and Plumber Crack. "We're trying to be proactive and we've already moved to an alternative scheme."
The UDID is a unique device identifier and is very important for ad companies and game developers who need a way to distinguish one device from another. Apple wants developers to instead create a unique identifier specific to their app. This of course will not work for those who need to identify devices across apps. ie ad networks, game networks, analytics providers, beta distribution services.
"The UDID is essential for managing the conversion loop," said Jim Payne, who runs a real-time bidding platform for mobile ads called MoPub and was early at leading mobile advertising network AdMob before it sold to Google for $750 million. "All the performance dollars that are spent on mobile are going to impacted by this not being there."
Developers are looking for an alternative to the UDID and Apple has not provided one. Currently, the best choices appear to be the MAC Address or OpenUDID.