Apple recently announced that they will be launching their ‘App Tracking Transparency’ (ATT) in early spring. What better day it could be to announce than on Data Privacy Day, January 28. The privacy is number one factor in the current scenario. The complex and growing set of entities that access, track, and monetize personal consumer data is an ultimate risk for everyone. This subject matter is addressed by Apple by introducing ATT, aimed at providing users with increased transparency, and visibility.
Apple App Tracking Transparency
Apple-designed a report, ‘A Day in the Life of your Data’ to help the users to understand the flow of users’ data, privacy, and third-party vulnerability. Apple gives a brief description of their privacy principles: Data Minimization, On-Device Processing, User Transparency & Control, and Security. In lament term, ATT is like a protection shield. These features in the act require apps to request permission from users before tracking them across other apps and websites.
The ‘A Day in the life of your Data’ gives details on how cross-website and app data tracking by data brokers works. There are six trackers on average apps. The data is collected and ‘used to create consumer profiles with up to 5,000 characteristics’. Plus elaborates how any app developers cannot require a user to permit tracking to use the app.
When you open the app for the first time, there will be a permission dialogue box giving out two options. ‘Allow Tracking’ and ‘Ask Apps, not to Track’. On clicking the second option the developer will not have any access to the system advertising identifier (IDFA).
Apple’s senior vice president of Software Engineering, Craig Federig stated, “Privacy means peace of mind, it means security, and it means you are in the driver’s seat when it comes to your data”. Apple’s senior vice president of Software Engineering. Our goal is to create technology that keeps people’s information safe and protected. We believe privacy is a fundamental human right, and our teams work every day to embed it in everything we make.”
Apple will be rolling out the ATT on Apple’s next beta update and will be fully available in early spring with the upcoming iOS 14 release plus iPadOS 14 and tvOS.
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