There’s a massive fight taking place. Ostensibly about privacy on the net, in reality it’s about who gets control.
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Apple’s latest iPhone update, iOS 14.5, brings a host of new features that customers will likely see and enjoy — better Face ID unlocking when wearing a mask (for Apple Watch users only), new emoji, support for PS5 and Xbox Series X controllers, and more. But the new update also adds a much more important and controversial new feature: App Tracking Transparency. That’s Apple’s name for a privacy feature that’s shaping up to be the company’s next big fight.
The change has been a contentious one. Apple originally announced the feature alongside the rest of iOS 14 last June but has delayed the release until now to give developers more time to adapt to the changes. It’s finally live, though, setting the stage for what could be a massive fight between the Cupertino tech giant and competitors like Facebook.