- Cook also noted that Apple’s privacy focus on privacy is not new and dates back to decades.
- Apple will give users the information on the data an app will be able to access if users allow an app to track their activity.
- Users can choose from "Ask App not to Track" or "Allow" options when they open an app on the updated iOS.
Apple CEO Tim Cook in a recent interview has reiterated Apple's stand on privacy that will roll out with iOS 14.5. He also noted that Apple is not against digital advertising and that the current policy only focuses on taking the consent of users before any app can access their data. "We're not against digital advertising. I think digital advertising is going to thrive in any situation because more and more time is spent online, less and less is spent on linear TV. And digital advertising will do well in any situation. The question is, do we allow the building of this detailed profile to exist without your consent?" Cook said.
Cook also noted that Apple's privacy focus on privacy is not new and dates back to decades. "If you look back in time with Apple, you would find us talking about privacy decades ago. We think the current situation is urgent," Cook said in an interview with The Toronto Star.
The iOS 14.5 update will give users the option to permit or deny an app to track their activity. Users can choose from "Ask App not to Track" or "Allow" options when they open an app. Users will be able to find the App Tracking Transparency feature in the Privacy menu in Settings. The App Tracking Transparency will require apps to receive user permission to track them across apps or websites owned by other companies or to access the device's advertising identifier -- identifier for advertisers (IDFA).
Meanwhile, the privacy or nutrition labels have started going live for Apple users. The information these labels show will be in three categories -- Data Used To Track You, Data Linked To You, and Data Not Linked To You. Apple also started rolling out the privacy prompts for some users with the iOS 14.3 update.
"We feel so much that it's our responsibility to help our users be able to make this decision. We're not going to decide for them. Because it's not our decision either. It should be each of ours' as to what happens with our data. Who has it and how they use it," Cook said.
Companies like Facebook and Proctor and Gamble have resisted the new privacy update from Apple. "The only reason why you would push back is if you believe you'll get less data. The only reason you would get less data is because people are consciously deciding not to do it and were not being asked before," Cook noted in the interview. Cook, in the past, has addressed Facebook's concerns on Twitter, "We believe users should have the choice over the data that is being collected about them and how it's used. Facebook can continue to track users across apps and websites as before, App Tracking Transparency in iOS 14 will just require that they ask for your permission first."