Will Apple give users more control

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 07, 2021, 5:39 PM UTC

The iPhone maker has shared more details about its upcoming App Tracking Transparency that gives users greater control over data.

Apple announced its upcoming feature would enable iPhone users to control their data on an app-by-app level. Based on its last update, which includes a Tracking menu in the Privacy settings, some apps have already started seeking user consent for targeting purposes.

The tech giant will launch the features with its iOS 14.5 update. iPhone users will be able to toggle app tracking on and off at any time. The update will also let users opt out of app tracking entirely with a single toggle.

Apple also said the company's apps would also abide by these rules. But, the social giant Facebook has criticised this privacy-focused step arguing it would hurt small business.

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