diff --git a/README.md b/README.md
index 6bfe5ee..6aaa8b6 100644
--- a/README.md
+++ b/README.md
@@ -38,6 +38,7 @@ 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 562ebf9..347cb8f 100644
--- a/lib/extensions/permissions.js
+++ b/lib/extensions/permissions.js
@@ -3,6 +3,7 @@ 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',
@@ -12,6 +13,17 @@ const STATUS = Object.freeze({
 });
 
 const WIX_SIM_UTILS = 'applesimutils';
+
+// `location` permission does not work with WIX/applesimutils.
+// Note that except for 'contacts', the Apple's privacy command sets
+// permissions properly but it kills the app process while WIX/applesimutils does not.
+// In the backward compatibility perspective,
+// we'd like to keep the app process as possible.
+const PERMISSIONS_APPLIED_VIA_SIMCTL = [
+  'location',
+  'location-always'
+];
+
 const SERVICES = Object.freeze({
   calendar: 'kTCCServiceCalendar',
   camera: 'kTCCServiceCamera',
@@ -82,22 +94,84 @@ async function execWix (args) {
 /**
  * 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 ar  service names
- * and values are corresponding state values. See https://github.com/wix/AppleSimulatorUtils
+ * @param {Object} permissionsMapping - An object, where keys are service names
+ * and values are corresponding state values. Services listed in PERMISSIONS_APPLIED_VIA_SIMCTL
+ * will be set with `xcrun simctl privacy` command by Apple otherwise AppleSimulatorUtils by WIX.
+ * See the result of `xcrun simctl privacy` and https://github.com/wix/AppleSimulatorUtils
  * for more details on available service names and statuses.
+ * Note that the `xcrun simctl privacy` command kill the app process.
  * @throws {Error} If there was an error while changing permissions.
  */
-async function setAccess (udid, bundleId, permissionsMapping) {
-  const permissionsArg = _.toPairs(permissionsMapping)
-    .map((x) => `${x[0]}=${formatStatus(x[1])}`)
-    .join(',');
-  return await execWix([
-    '--byId', udid,
-    '--bundle', bundleId,
-    '--setPermissions', permissionsArg,
-  ]);
+async function setAccess (simctl, udid, bundleId, permissionsMapping) {
+  const /** @type {Record<string, string>} */ wixPermissions = {};
+
+  const /** @type {string[]} */ grantPermissions = [];
+  const /** @type {string[]} */ revokePermissions = [];
+  const /** @type {string[]} */ resetPermissions = [];
+
+  for (const serviceName in permissionsMapping) {
+    if (!PERMISSIONS_APPLIED_VIA_SIMCTL.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.errorAndThrow(`${serviceName} does not support ${permissionsMapping[serviceName]}. Please specify 'yes', 'no' or 'unset'.`);
+      };
+    }
+  }
+
+  const /** @type {string[]} */ permissionPromises = [];
+
+  if (!_.isEmpty(grantPermissions)) {
+    log.debug(`Granting ${util.pluralize('permission', grantPermissions.length, false)} for ${bundleId}: ${grantPermissions}`);
+    for (const action of grantPermissions) {
+      permissionPromises.push(simctl.grantPermission(bundleId, action));
+    }
+  }
+
+  if (!_.isEmpty(revokePermissions)) {
+    log.debug(`Revoking ${util.pluralize('permission', revokePermissions.length, false)} for ${bundleId}: ${revokePermissions}`);
+    for (const action of revokePermissions) {
+      permissionPromises.push(simctl.revokePermission(bundleId, action));
+    }
+  }
+
+  if (!_.isEmpty(resetPermissions)) {
+    log.debug(`Resetting ${util.pluralize('permission', resetPermissions.length, false)} for ${bundleId}: ${resetPermissions}`);
+    for (const action of resetPermissions) {
+      permissionPromises.push(simctl.resetPermission(bundleId, action));
+    }
+  }
+
+  if (!_.isEmpty(permissionPromises)) {
+    await 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;
 }
 
 /**
@@ -144,9 +218,8 @@ async function getAccess (bundleId, serviceName, simDataRoot) {
 const extensions = {};
 
 /**
- * Sets the particular permission to the application bundle. See
- * https://github.com/wix/AppleSimulatorUtils 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.
@@ -163,13 +236,13 @@ 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 https://github.com/wix/AppleSimulatorUtils
+ * 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.udid, 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 99e08f2..77c1bd0 100644
--- a/test/functional/simulator-e2e-specs.js
+++ b/test/functional/simulator-e2e-specs.js
@@ -349,6 +349,29 @@ describe('advanced features', function () {
       });
     });
   });
+
+  describe('Permission', function () {
+    it('should set and get with simctrl privacy command', async function () {
+      // no exceptions
+      await expect(sim.setPermission('com.apple.Maps', 'location', 'yes')).not.to.be.rejected;
+      await expect(sim.setPermission('com.apple.Maps', 'location', 'no')).not.to.be.rejected;
+      await expect(sim.setPermission('com.apple.Maps', 'location', 'unset')).not.to.be.rejected;
+      await expect(sim.setPermission('com.apple.Maps', 'location', 'unsupported')).to.be.rejected;
+    });
+
+    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');
+    });
+  });
 });
 
 describe(`multiple instances of ${OS_VERSION} simulator on Xcode9+`, function () {