How will the IOS 15 update impact Geo Targeting based Personalization

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RavikiranPaturi
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23-06-2021

It has been announced that that IOS 15 update for all apple devices will start masking IP addresses of users and will be compounding those to the nearest iCloud server. There have speculations that it will only be a feature for users who are enabling secure browsing on safari, with an iCloud + subscription. But we can foresee this happening to all users. With over 44% of mobile traffic coming from apple devices, it will be a huge impact on geo based personalization activities. How should one tackle this issue? Are there any workaround for this issue?