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How Apple may be in ‘trouble’ for data privacy

Apple is planning to roll out a new feature to iOS14, iPadOS and MacOS that will make apps require opt-in permission from users to collect data for personalised ads. The feature will roll out from next year, making it harder for the apps to make use of the users’ data for ads and campaigns. In view of this, advertising companies and publishers have filed a complaint against Apple with France’s competition authority, saying that the new privacy measure is “anticompetitive”, as per a report by The Wall Street Journal.

As per the report, the advertising companies claim that if a user’s device is able to decline the advertising identifier, that could lead to lost revenue. After the privacy feature is rolled out, the apps will need to “receive the user’s permission through the AppTrackingTransparency framework to track them or access their device’s advertising identifier.”, as per Apple’s developer website.

Apple, however, has remained firm on the data privacy stand. In an earlier statement, the tech giant said: “We believe technology should protect users’ fundamental right to privacy, and that means giving users tools to understand which apps and websites may be sharing their data with other companies for advertising or advertising measurement purposes, as well as the tools to revoke permission for this tracking. When enabled, a system prompt will give users the ability to allow or reject that tracking on an app-by-app basis.” ToI

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