diff --git a/.github/workflows/functional-test.yml b/.github/workflows/functional-test.yml
index a597de0..58c5da9 100644
--- a/.github/workflows/functional-test.yml
+++ b/.github/workflows/functional-test.yml
@@ -36,7 +36,11 @@ jobs:
     - uses: maxim-lobanov/setup-xcode@v1
       with:
         xcode-version: "${{ matrix.xcodeVersion }}"
-    - run: xcrun simctl list devices available
+    - run: |
+        brew update
+        brew tap wix/brew
+        brew install applesimutils
+        xcrun simctl list devices available
       name: Install Utilities
     - run: npm install
       name: Install dev dependencies
diff --git a/NOTICE.txt b/NOTICE.txt
index a703b14..8b49ebd 100644
--- a/NOTICE.txt
+++ b/NOTICE.txt
@@ -1,2 +1,5 @@
+This product uses [applesimutils](https://github.com/wix/AppleSimulatorUtils) software written by
+Copyright 2017 Wix Engineering <https://wix.com> under MIT license
+
 This product uses [idb](https://github.com/facebook/idb) software written by
 Copyright (c) 2019-present, Facebook, Inc. <https://facebook.com> under MIT License
diff --git a/README.md b/README.md
index c453128..6aaa8b6 100644
--- a/README.md
+++ b/README.md
@@ -37,6 +37,8 @@ The following tools and utilities are not mandatory, but could be used by the ap
 
 - [Mobile Native Foundation](https://github.com/MobileNativeFoundation)
 - [IDB](https://github.com/facebook/idb)
+- [AppleSimulatorUtils](https://github.com/wix/AppleSimulatorUtils)
+    - For `contacts`, `camera`, `faceid`, `health`, `homekit`, `notifications`, `speech` and `userTracking` permissions
 
 ### Xcode and iOS versions
 
diff --git a/lib/extensions/permissions.js b/lib/extensions/permissions.js
index aa54ec1..77b7cae 100644
--- a/lib/extensions/permissions.js
+++ b/lib/extensions/permissions.js
@@ -1,7 +1,9 @@
 import log from '../logger';
 import _ from 'lodash';
+import { fs, util } from '@appium/support';
 import { exec } from 'teen_process';
 import path from 'path';
+import B from 'bluebird';
 
 const STATUS = Object.freeze({
   UNSET: 'unset',
@@ -10,6 +12,22 @@ const STATUS = Object.freeze({
   LIMITED: 'limited',
 });
 
+const WIX_SIM_UTILS = 'applesimutils';
+
+const WIX_SERVICE_NAMES = [
+  // 'contacts' permission does not work well with the privacy command while the help description addresses the command support 'contacts'
+  // Confirmed up to with Xcode 15 and iOS 17
+  `contacts`,
+
+  // Below services have not supported by the privacy command by Apple yet.
+  'camera',
+  'faceid',
+  'health',
+  'homekit',
+  'notifications',
+  'speech',
+  'userTracking'
+];
 
 const SERVICES = Object.freeze({
   calendar: 'kTCCServiceCalendar',
@@ -35,6 +53,10 @@ function toInternalServiceName (serviceName) {
   );
 }
 
+function formatStatus (status) {
+  return [STATUS.UNSET, STATUS.NO].includes(status) ? _.toUpper(status) : status;
+}
+
 /**
  * Runs a command line sqlite3 query
  *
@@ -53,51 +75,104 @@ async function execSQLiteQuery (db, query) {
   }
 }
 
+async function execWix (args) {
+  try {
+    await fs.which(WIX_SIM_UTILS);
+  } catch (e) {
+    throw new Error(
+      `${WIX_SIM_UTILS} binary has not been found in your PATH. ` +
+      `Please install it ('brew tap wix/brew && brew install wix/brew/applesimutils') to ` +
+      `be able to change application permissions`
+    );
+  }
+
+  log.debug(`Executing: ${WIX_SIM_UTILS} ${util.quote(args)}`);
+  try {
+    const {stdout} = await exec(WIX_SIM_UTILS, args);
+    log.debug(`Command output: ${stdout}`);
+    return stdout;
+  } catch (e) {
+    throw new Error(`Cannot execute "${WIX_SIM_UTILS} ${util.quote(args)}". Original error: ${e.stderr || e.message}`);
+  }
+}
+
 /**
  * Sets permissions for the given application
  *
  * @param {import('node-simctl').Simctl} simctl - node-simctl object.
+ * @param {string} udid - udid of the target simulator device.
  * @param {string} bundleId - bundle identifier of the target application.
  * @param {Object} permissionsMapping - An object, where keys are service names
- * and values are corresponding state values. See the result of `xcrun simctl privacy`
+ * and values are corresponding state values. Services listed in WIX_SERVICE_NAMES
+ * will be set by WIX_SIM_UTILS otherwise via `xcrun simctl privacy` command by Apple.
+ * See the result of `xcrun simctl privacy` and https://github.com/wix/AppleSimulatorUtils
  * for more details on available service names and statuses.
  * @throws {Error} If there was an error while changing permissions.
  */
-async function setAccess (simctl, bundleId, permissionsMapping) {
+async function setAccess (simctl, udid, bundleId, permissionsMapping) {
+  const wixPermissions = {};
+
   const grantPermissions = [];
   const revokePermissions = [];
   const resetPermissions = [];
 
   for (const serviceName in permissionsMapping) {
-    switch (permissionsMapping[serviceName]) {
-      case STATUS.YES:
-        grantPermissions.push(serviceName);
-        break;
-      case STATUS.NO:
-        revokePermissions.push(serviceName);
-        break;
-      case STATUS.UNSET:
-        resetPermissions.push(serviceName);
-        break;
-      default:
-        log.warn(`${serviceName} does not support ${permissionsMapping[serviceName]}. Please specify yes, no or reset.`);
-    };
+    if (WIX_SERVICE_NAMES.includes(serviceName)) {
+      wixPermissions[serviceName] = permissionsMapping[serviceName];
+    } else {
+      switch (permissionsMapping[serviceName]) {
+        case STATUS.YES:
+          grantPermissions.push(serviceName);
+          break;
+        case STATUS.NO:
+          revokePermissions.push(serviceName);
+          break;
+        case STATUS.UNSET:
+          resetPermissions.push(serviceName);
+          break;
+        default:
+          log.warn(`${serviceName} does not support ${permissionsMapping[serviceName]}. Please specify yes, no or unset.`);
+      };
+    }
   }
 
-  log.debug(`Granting permissions for ${bundleId} as ${JSON.stringify(grantPermissions)}`);
-  log.debug(`Revoking permissions for ${bundleId} as ${JSON.stringify(revokePermissions)}`);
-  log.debug(`Resetting permissions for ${bundleId} as ${JSON.stringify(resetPermissions)}`);
+  let permissionPromises = [];
 
-  for (const action of grantPermissions) {
-    await simctl.grantPermission(bundleId, action);
+  if (!_.isEmpty(grantPermissions)) {
+    log.debug(`Granting permissions for ${bundleId} as ${JSON.stringify(grantPermissions)}`);
+    for (const action of grantPermissions) {
+      permissionPromises.push(simctl.grantPermission(bundleId, action));
+    }
   }
 
-  for (const action of revokePermissions) {
-    await simctl.revokePermission(bundleId, action);
+  if (!_.isEmpty(revokePermissions)) {
+    log.debug(`Revoking permissions for ${bundleId} as ${JSON.stringify(grantPermissions)}`);
+    for (const action of revokePermissions) {
+      permissionPromises.push(simctl.revokePermission(bundleId, action));
+    }
   }
 
-  for (const action of resetPermissions) {
-    await simctl.resetPermission(bundleId, action);
+  if (!_.isEmpty(resetPermissions)) {
+    log.debug(`Revoking permissions for ${bundleId} as ${JSON.stringify(resetPermissions)}`);
+    for (const action of resetPermissions) {
+      permissionPromises.push(simctl.resetPermission(bundleId, action));
+    }
+  }
+
+  if (!_.isEmpty(permissionPromises)) {
+    B.all(permissionPromises);
+  }
+
+  if (!_.isEmpty(wixPermissions)) {
+    log.debug(`Setting permissions for ${bundleId} wit ${WIX_SIM_UTILS} as ${JSON.stringify(wixPermissions)}`);
+    const permissionsArg = _.toPairs(wixPermissions)
+      .map((x) => `${x[0]}=${formatStatus(x[1])}`)
+      .join(',');
+    await execWix([
+      '--byId', udid,
+      '--bundle', bundleId,
+      '--setPermissions', permissionsArg,
+    ]);
   }
 
   return true;
@@ -147,8 +222,8 @@ async function getAccess (bundleId, serviceName, simDataRoot) {
 const extensions = {};
 
 /**
- * Sets the particular permission to the application bundle. See
- * xcrun simctl privacy for more details on the available service names and statuses.
+ * Sets the particular permission to the application bundle. See https://github.com/wix/AppleSimulatorUtils
+ * or `xcrun simctl privacy` for more details on the available service names and statuses.
  *
  * @param {string} bundleId - Application bundle identifier.
  * @param {string} permission - Service name to be set.
@@ -165,12 +240,13 @@ extensions.setPermission = async function setPermission (bundleId, permission, v
  * @param {string} bundleId - Application bundle identifier.
  * @param {Object} permissionsMapping - A mapping where kays
  * are service names and values are their corresponding status values.
- * See `xcrun simctl privacy` for more details on available service names and statuses.
+ * See https://github.com/wix/AppleSimulatorUtils or `xcrun simctl privacy`
+ * for more details on available service names and statuses.
  * @throws {Error} If there was an error while changing permissions.
  */
 extensions.setPermissions = async function setPermissions (bundleId, permissionsMapping) {
   log.debug(`Setting access for '${bundleId}': ${JSON.stringify(permissionsMapping, null, 2)}`);
-  await setAccess(this.simctl, bundleId, permissionsMapping);
+  await setAccess(this.simctl, this.udid, bundleId, permissionsMapping);
 };
 
 /**
diff --git a/test/functional/simulator-e2e-specs.js b/test/functional/simulator-e2e-specs.js
index e7cfe39..9e5a494 100644
--- a/test/functional/simulator-e2e-specs.js
+++ b/test/functional/simulator-e2e-specs.js
@@ -351,7 +351,7 @@ describe('advanced features', function () {
   });
 
   describe('Permission', function () {
-    it('should set and get', async function () {
+    it('should set and get with simctrl privacy command', async function () {
       await sim.setPermission('com.apple.Maps', 'microphone', 'yes');
       await sim.getPermission('com.apple.Maps', 'microphone').should.eventually.eql('yes');
       await sim.setPermission('com.apple.Maps', 'microphone', 'no');
@@ -359,6 +359,19 @@ describe('advanced features', function () {
       await sim.setPermission('com.apple.Maps', 'microphone', 'unset');
       await sim.getPermission('com.apple.Maps', 'microphone').should.eventually.eql('unset');
     });
+
+    it('should set and get with wix command', async function () {
+      await sim.setPermission('com.apple.Maps', 'contacts', 'yes');
+      await sim.getPermission('com.apple.Maps', 'contacts').should.eventually.eql('yes');
+      await sim.setPermission('com.apple.Maps', 'contacts', 'no');
+      await sim.getPermission('com.apple.Maps', 'contacts').should.eventually.eql('no');
+
+      // unset sets as 'no'
+      await sim.setPermission('com.apple.Maps', 'contacts', 'yes');
+      await sim.getPermission('com.apple.Maps', 'contacts').should.eventually.eql('yes');
+      await sim.setPermission('com.apple.Maps', 'contacts', 'unset');
+      await sim.getPermission('com.apple.Maps', 'contacts').should.eventually.eql('no');
+    });
   });
 });