Apple Talks About How Apps Collect Data And Track Users

Apple has published a report, A Day in the Life of Your Data, illustrating how companies track user data on websites and applications. The document also explains how the privacy features in Apple products provide users with greater transparency and control to protect their personal information.

On average, apps include six trackers from other companies whose sole purpose is to track users and collect their personal information. Most of the popular Android and iOS apps have built-in trackers.

Trackers are often embedded in SDKs and APIs that help developers build their apps. By implementing trackers, developers also allow third parties to collect and link data shared by users across various applications with other collected data.

Data brokers regularly collect and sell, license, or otherwise disclose to third parties the personal information of specific individuals with whom they have no direct relationship. Hundreds of data brokers collect data online and offline. One broker collects data on 700 million consumers worldwide, creating 5,000 consumer profiles.

In nearly 20% of children's apps, the study found that developers collect and share personal information without verifiable parental consent.

Apple also announced the effective date of new App Tracking Transparency privacy rules designed to give users greater control over their activity tracking. The new rules will be implemented in spring 2021 when the next iOS beta is released. Apps will need to obtain permission from users to track any data, including the unique identifier for advertisers (IDFA) and browser activity.

Facebook CEO Mark Zuckerberg has criticized the upcoming changes to Apple's privacy policy and named the tech giant as one of Facebook's biggest competitors. According to Zuckerberg, Apple is making changes to its privacy policy not to help users, but to promote its own products. This was announced by the CNBC TV channel.

“Apple has every incentive to use its dominant position on the platform to interfere with our apps and other developers' products, which they regularly do in favor of their services. This policy affects the growth of millions of enterprises around the world, as well as the upcoming changes in iOS 14, ”said Zuckerberg.

Google, in turn, spoke about how it intends to comply with the new rules. When Apple's policy takes effect, the company will no longer use information (such as IDFA) for some iOS apps that currently use it for advertising purposes. Therefore, the tech giant will not display a new policy tip in these apps in accordance with Apple's guidance.

IDFA (The Identifier for Advertisers) is a unique number that Apple assigns to each device.

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