Despite concerns over Apple's ATT framework, retargeting on iOS 14.5 and above still offers significant return on ad spend (ROAS). While the opt-in rate for iOS devices dropped between May and September 2021, iOS performance remains strong, with a lower cost per transaction on newer iOS versions ($2.07) compared to older versions ($6.10). The gap between Android and iOS opt-ins is narrowing, and high ROAS is still achievable. App marketers should consider reallocating budget to iOS, focusing on high-value users with targeted campaigns, as iOS retargeting remains a viable and cost-effective strategy.

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