Apple Software Chief Craig Federighi Defends App Tracking Transparency Feature

Following Apple’s confirmation that it still plans to introduce a new App Tracking Transparency feature that will let users know when companies want to track them across apps and websites, which has attracted criticism from companies such as Facebook, Craig Federighi has explained more about the rationale behind the change to The Independent.

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The App Tracking Transparency feature allows users to opt-out of data collection and choose whether advertisers can track their activity. While it was originally supposed to arrive with iOS 14 earlier this year, Apple postponed the feature until early 2021 to give developers more time to accommodate it.

Federighi told The Independent that the new feature can be put down to Apple’s support for privacy as a “core value” that has been present “since the beginning of the company,” citing how Steve Jobs highlighted the Apple II’s ability to allow users to secure their own information

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