According to Craig Federighi, The aim of ATT is “to empower our users to decide when or if they want to allow an app to track them in a way that could be shared across other companies’ apps or websites”.
With Apple requiring developers to share privacy details needed for the new privacy labels on December 8 iOS App Tracking Transparency (ATT) has made its way into the news again thanks to the hysteria of adtech and with particular criticism coming from Facebook-owned WhatsApp.
Apple has used a speech to European lawmakers and privacy regulators to come out jabbing at what SVP Craig Federighi described as dramatic, “outlandish” and “false” claims being made by the adtech industry over a forthcoming change to iOS that will give users the ability to decline app tracking.
It’s good to see Apple standing strong on ATT to protect the privacy of its users.
If you’re interested, here’s a link to Craig Federighi’s speech.