OpenUDID is an independent and open-source effort; nevertheless, Appsfire is by default the primary sponsor of this effort, with one single goal: to try and help the mobile advertising industry at large to navigate the post UDID-deprecation era. From time to time, journalists come to us with questions. Here is a compiled Q & A.

Would you describe the current status of post UDID user tracking environment?

The environment is feeling the pressure right now because the deprecated API is almost inevitably turning into a private API, anytime soon. It is rumored that apps are now being rejected because their use of UDID or will be rejected for that reason. Typically, an API goes from deprecated to private/removed after the next major OS release. So if iOS 6.0 is announced at the upcoming WWDC, then it could mean the definite end of UDID as we know it.

Which is fine. […]Read more


OpenUDID adoption has accelerated in the past few weeks and seems to have reached a sort of critical mass. In fact, a study by Fiksu shows¬†OpenUDID as the most widely adopted “universal” alternatives (i.e. one that does not presupposed prior agreement between parties).

The picture featured on the OpenUDID GitHub (below) shows a variety of known industry players that have adopted the initiative: analytics companies, advertising networks, authority bodies as well as other value-adding SDK publishers. Others are in the process of integrating OpenUDID.

This is good news for the industry because it means that some sort of “common” ground and exchange token can be used to resume business as usual. But not only: OpenUDID is putting the user back in […]Read more


Lame and inelegant. This was our reaction when we discovered that a launch partner of OpenUDID, Crashlytics, decided to create an alternative to the UDID called SecureUDID. It’s not so much about the code and the product, but rather the process and the lack of disclosure. The issue here is really about Open Source project netiquette.

Back to the origins

When Apple announced the deprecation of the UDID almost a year ago, we were amongst the first to set time aside and start building an alternative. We wanted it to be open source and Appsfire would support it.

It was announced publicly and it instantly¬†attracted the interest of hundreds of developers, including some nice brand names. Crashlytics was one of them – they wanted to contribute and also be part of the launch operation PR. We announced […]Read more


We’ve covered this issue before, preemptively. But now is the time to act!

Some reports have emerged that Apple is now massively rejecting apps that still use the “[UIDevice uniqueIdentifier]” a.k.a. the UDID (Unique Device IDentifier). This means that developers have two choices: drop using this entirely, or find a replacement.

Some have gone the MAC address way, which we strongly advocate against because it is an even more sensitive unique identifier typically used to authenticate devices on VPNs and other private WLANs. So it too faces the risk to be deprecated. And rightly so!

So, if you haven’t done so already, go and check the open-source drop-in replacement, an effort we participate in:


[…]Read more



This post is fairly technical in nature, but also fairly accessible.

Inter-app communication is still in its infancy. Indeed, as powerful software publishers would have it, each app or each suite of apps would attempt to lock users into a unique file format to achieve a sort of monopole. This is clearly what Microsoft was doing in the 90s with MS Office. Since then, the strong competitive and market forces got the best of the crypted files – Microsoft eventually gave way and started allowing a “clear” version of their files (.docx, .xlsx, .pptx), and even published the specifications of their native files (see the Microsoft Open Specification Promise).

Opening up the file format helped other vendors create alternative office suites, perhaps with competing formats, but almost always with a way to interchange files via an export menu […]Read more