Apple is coming up with a new feature that will allow the users to block the advertisers from tracking them, across various applications. With regards to the new feature’s arrival, Apple on Tuesday, December 8th, 2020 threatened to removes apps from its App Store, if they don’t comply with it.
The dubbed App Tracking Transparency initially was planned to debut in 2020. However, some more time is given to the developers to address privacy issues and make changes in their apps. Advertisers and tech companies like Facebook, criticized the approach, considering that the smaller developers like gaming companies would be affected disproportionately.
However, according to Craig Federighi, Senior Vice President of Software Engineering at Apple, says that users should know when they are being tracked across different apps and websites.
“Early next year, we’ll begin requiring all apps that want to do that to obtain their users’ explicit permission, and developers who fail to meet that standard can have their apps taken down from the App Store,” Federighi said at the European Data Protection and Privacy Conference.
The Digital advertising firms expect that most users will decline to grant permission on a pop-up notification that would ask them “would like permission to track you across apps and websites owned by other companies.”
“When invasive tracking is your business model, you tend not to welcome transparency and customer choice.” Says Federighi, rejecting all the criticism the new feature got. “We need the world to see those arguments for what they are: a brazen attempt to maintain the privacy-invasive status quo,” he added.
“Getting this right will take time, collaboration, listening — and true partnership across the entire technology ecosystem. But we believe the result will be transformative,” Federighi said in expectations that the industry would adapt to provide effective advertising without invasive tracking.
It is being considered that Facebook and Google could be affected more as they are among the top companies that track online consumers to pick up on their habits and interests to provide them with relevant ads.