App Tracking transparency and Mail Privacy Protection are two of the privacy features that Apple is promoting in a new ad.
The ad is about a young woman named Ellie who discovers that her personal data is being sold at an auction house, with bids being placed on her emails, purchase history, contacts, browsing history, and more. When she realized that her data was being sold, she used App Tracking transparency and Mail Privacy Protection to keep her data private.
In a white paper last year, Apple said that the average mobile app has six embedded trackers from third-party companies for the sole purpose of collecting and tracking people and their personal information. The new ad from Apple says that the iPhone allows users to limit this tracking.
App Tracking transparency allows users to choose whether an app can track their activity across other companies and websites for the purposes of advertising or sharing information with data brokers. If the user allows it when prompted, apps that wish to track a user based on their device's unique advertising identifier can only do so.
Mail Privacy Protection prevents email senders from learning about a user's email activity. The feature hides the user's address and prevents senders from seeing if the user opened their email. The feature was added to watchOS 8.
The European Union is considering a Digital Markets Act that would require Apple to allow sideloading of apps on the iPhone outside of the App Store. Tim Cook and Craig Federighi have both argued that sideloading would expose users to privacy and security risks.
Apple said it will be launching a billboard campaign with the slogan "Privacy" in select U.S. cities. That is the iPhone.
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