Tim Cook was notably tight-lipped about impending privacy changes at Apple's "Spring Loaded" event Today Apple hosted its first 2021 event, “Spring Loaded,” unveiling a range of new product updates. Notably missing was any significant update on the upcoming rollout of iOS 14.5, which will introduce a new privacy framework set to disrupt digital advertising. Apple’s spring event saw a range of product launches and updates that will expand the company’s offerings, including the long-awaited new iMac, a new iPad Pro and new AirTags for tracking lost items. For marketers, however, the silence of CEO Tim Cook on new privacy updates was perhaps the loudest moment of all. Cook announced that iOS 14.5 will be made available to consumers next week — but did not specify a date. Nor did he provide any further details regarding the new privacy framework that will roll out in conjunction with the update, which includes opt-in requirements for cross-app tracking that will create a range of new hurdles for marketers.