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According to reports, Apple’s executive said that from 2021, Apple may remove apps that do not comply with the anti-tracking measure. This move is expected to improve the privacy of iPhone users, but it may shake up the application advertising industry.
Apple’s upcoming new feature called App Tracking Transparency was originally planned to be launched at the beginning of the year, but it was later delayed for some reason. Apple wants to give developers more time to adjust the App and solve privacy issues. Apple threatened that if the App refuses to support this new feature, Apple will delete the application from the App Store.
Some technology companies and advertisers criticized Apple's new features, believing that it will hurt small developers, such as game companies.
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Craig Federighi, Apple's senior vice president of software engineering, believes that users should have the right to know whether they are being tracked. Federici said at the meeting: "At the beginning of next year, we will require all apps to support this new feature. If you want to track, you must obtain explicit permission from users; if developers fail to meet the standards can have their apps taken down from the App Store. "
Digital advertising companies believe that most users will give App permission. Federigi said: "If your business model is based on invasive tracking, then you will not pursue transparency and will not respect user choice." He also said that some merchants are unscrupulous and try to maintain the status quo of privacy violations. Apple wants the world to see this.
Federigi pointed out that the industry will adjust to provide effective advertising without invasive tracking. He said: "It takes time, cooperation, and listening to get everything back on track. We believe the results will be revolutionary."
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