Apple has reportedly started testing new privacy features in iOS 14.4, even though Facebook slammed the policy just last week as being devastating for small businesses.
Earlier this year, Apple announced a feature called “App Tracking Transparency” that would give people more control over their data. The new feature allows users to opt out of data collection and choose whether advertisers can track their activity.
The feature was originally planned to go live with iOS 14 this year, but was delayed by Apple until next year to give developers time to prepare. Recently, Apple has begun to test the feature in advance.
In the first beta version of iOS 14.4, released last week, Apple has started prompting users to allow or deny being tracked, the report said. On the forum of the American technology website MacRumors, a user shared a screenshot.
The picture shows that the NBA application (App) requests to track the user’s activity. There are also two lines of small print below: This data will be used to provide users with a “better and personalized advertising experience.”
Coincidentally, just last Wednesday, Facebook ran a series of full-page ads in The New York Times, The Wall Street Journal and The Washington Post bashing Apple, alleging Apple’s new approach to data collection and targeted advertising. Change is bad for small businesses.
The small businesses are concerned about upcoming changes to Apple’s iOS 14 mobile operating system that will limit the ability of companies like Facebook to collect data on mobile users and serve ads to them, Facebook said in the ad.
That’s a big problem for Facebook, which makes unimaginable profits by selling targeted ads. Facebook has said publicly that this will hurt their business.
Subsequently, Apple CEO Tim Cook (Tim Cook) responded that Apple’s upcoming new data policy still allows Facebook to continue to track users, but only with user consent in advance.
“We believe that users have choices about what data is collected and how it is used,” Cook said on Twitter. “Facebook can continue to track users across apps and websites as before, with ‘App Tracking Transparency’ in iOS 14. ‘Just ask them to ask the user’s consent first.”
Update: The “App Tracking Transparency” tracking prompt has also started appearing in some apps prior to iOS 14.