Apple. (Image credit: Reuters)
Apple says the addition of the app tracking transparency feature on iOS has been delayed to give developers more time to prepare. The feature will be rolled out next year, the company said.
- Last update: November 22, 2020 at 11:22 IST
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Apple has responded to criticism of its upcoming Application Tracking Transparency (ATT) feature and further criticized Facebook for its “disregard for user privacy.” In a letter to Ranking Digital Rights organization (via 9to5Mac), Jane Horvath, senior director of global privacy at Apple, reiterated that the company believes that “privacy is a fundamental human right” and that the ATT function is on track for the next year. The tech giant’s response comes days after a coalition of eight civil and human rights organizations wrote an open letter to CEO Tim Cook, expressing “disappointment” at the delay in full implementation of the iOS 14’s anti-tracking features until early 2021. In June of this year, Apple announced that the ATT feature of iOS 14 would force apps to display a pop-up screen before activating some form of commonly tracking. necessary to display personalized advertisements.
However, the feature has come under heavy criticism from marketing associations, some of which are backed by Facebook and Google, claiming that Apple is using its market dominance to set its own guidelines for collection. of data. Facebook has also reportedly met with advertising partners to discuss the impact of the TCA on market players. Apple, for its part, says that privacy-friendly advertising is not only possible but also a fundamental right. “Some companies who would prefer ATT never be implemented have said that this policy weighs only on small businesses by limiting advertising options, but in fact the current data arms race mainly benefits large companies with sets of data. big data, ”the letter says.
Responding to criticism from Facebook, Apple claims to have a different approach to “targeting” compared to others. He further adds that Facebook not only allows users to be grouped into smaller segments, but also uses the online browsing information to push target ads. Facebook executives have made it clear that their intention is to collect as much data as possible on proprietary and third-party products to develop and monetize their users’ detailed profiles, and this disregard for user privacy continues to grow. expand to include more of their products. “
Finally, Apple, in its letter to the Ranking Digital Rights organization, claimed to have delayed the rollout of the ATT feature in September to give developers more time to prepare for the changes. The company has yet to share more details on its availability.