[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.