[evgen]

It will be interesting to watch Apple lean hard into privacy as a feature. It is a smart play given their position in the market, and fits the current zeitgeist but it does seem to set a bar that Apple is going to have to clear going forward. People like privacy, but if Apple is perceived to be acting hypocritically (as in we should watch what is done with iAds and app store advertising) then it could really come back to bite them.

[ksec]

At least this is the first time Apple spell it out clearly, which they did not in all of their previous message and PR pieces.

App Tracking Transparency lets you control which apps are allowed to track your activity across other companies’ apps and websites.

Previously they only simplify it to tracking.

I am giving Tim Cook some benefits of doubt although I think he is also part of the problem. But current Apple's PR team has some serious issues.