Apple updates iOS with privacy policy and faces Facebook

CUPERTINO, CALIFORNIA - SEPTEMBER 10: Apple CEO Tim Cook announces the new iPhone 11 as he delivers the keynote address during a special event on September 10, 2019 in the Steve Jobs Theater on Apple's Cupertino, California campus. Apple unveiled new products during the event. Justin Sullivan / Getty Images / AFP

Apple released the long-awaited update to the iOS 14.5 operating system for iPhones on Monday, with a new privacy policy that grants greater control to the user, makes the task of online advertisers more difficult and keeps it openly at odds with Facebook, reports EFE.

As of today, all mobile applications must request and receive permission from those iPhone phone owners who have the new version installed if they want to follow their data through third-party portals.

In turn, they will be able to check at any time which applications have received permission to follow them in their online browsing.

If users wish, they can change these preferences and determine who they give permission and who does not in the settings menu of the iPhone or iPad, and even deny tracking to all applications at once.

In recent months, Apple has been warning its developers that the change was approaching and some of them have been testing the new feature in its beta mode.

The new privacy tool requires iOS14.5, so those who decide not to update the operating system will not be able to use it.

The digital profile of each user, called IDFA, identifies each Internet user based on their activities and previous consultations, which allows advertisers to "follow" users and direct advertising campaigns adapted to the tastes and interests of each specific consumer. and at the same time, measure their degree of effectiveness.

From the moment it advanced this change in privacy policies last summer, Apple was faced with the frontal rejection of Facebook, whose business depends fundamentally on online advertising and which maintains that with its application, application developers could lose 50% or more of your advertising revenue.

Such is the rejection that its CEO, Mark Zuckerberg, came to brand Apple as a competitor of Facebook at the beginning of the year and therefore argued that the iPhone firm takes this measure "for competitive interests" and not "to help people ”.

Both Apple and Facebook will present their financial results for the months of January to March this week and the social network is expected to reevaluate its future projections based on this change in the iPhone. EFE



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