Apple just hit out at arch rival Facebook with a major new privacy move following the launch of iOS 14.5. Apple’s iOS 14.5 has launched, along with the long-awaited privacy feature App Tracking Transparency (ATT), which highlights who is tracking you on your iPhone and gives you the option to stop it. Now its new iOS update has arrived, the iPhone maker is wasting no time promoting its privacy credentials, via a new advert that hits out at data-hungry apps such as Facebook. In the new privacy ad, Apple highlights how companies can track your across other apps and services. Apple’s ad shows a man buying a coffee, and as he leaves, he is followed as he checks his bank balance and buys cream for an embassraing itch. Each time he visits a new shop or service, the man is followed by an increasingly larger crowd. When the man sits down, he sees a notification on his iPhone which reads: “Allow Pal About to track your activity across other apps and websites?” with the option to “Allow” or “Ask App Not to Track.”This is of course, Apple’s native iOS ATT prompt. The man then chooses not to allow tracking and all the people who’ve been following him throughout the ad suddenly disappear as the background music chants “why don’t you mind your own business?”The ad ends with one of Apple’s privacy straplines: “Privacy. That’s iPhone.”The launch of Apple’s iOS 14.5 and the new ATT feature has not been without hiccups: the Allow Apps to Request to Track button was greyed out for some iPhone users, but a recent update, iOS 14.5.1 has fixed this. Meanwhile, some app makers have been slow to show the ATT prompts, or have avoided updating their apps to include them. However, on the whole, ATT is being received well, and it really has delivered a blow to apps such as Facebook which base their business models on tracking data to enable advertising. So much so, that only 4% of iPhone users were opting into app tracking in the US. As privacy becomes more important in all users’ estimations, Apple is offering transparency into the data that’s being collected and used to track you, and that’s the most important thing.


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