A few weeks ago, Apple dropped its long-promised bombshell on the data-tracking industry. The latest version (14.5) of iOS – the operating system of the iPhone – included a provision that required app users explicitly to confirm that they wished to be tracked across the internet in their online activities. At the heart of the switch is a code known as “the identifier for advertisers” or IDFA. It turns out that every iPhone comes with one of these identifiers, the object of which is to provide hucksters with aggregate data about the user’s interests. For years, iPhone users had had the option to switch it off by digging into the privacy settings of their devices, but, because they’re human, very few had bothered to do that.
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