Apple has been involved in a few controversies because of its policies and now the company is facing yet another antitrust complaint about recently made changes in the privacy policy on iPhones.
As per the report coming from WSJ, advertising companies and publishers have filed a complaint with Competition Authority in France, claiming that Apple’s changes in the privacy policy are anticompetitive.
From early 2021, Apple‘s operating software will require apps to get opt-in permission from the users to collect an advertising identifier. For those who are unaware, this unique identifier helps companies deliver targeted ads and check campaign performances.
The complaint argues that in such a case, very few users will agree to this and as a result, businesses won’t be able to offer personalized ads. It adds that the language will drive-away users and the advertising identifier will become useless for most ecosystems.
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While apps will need to get permission from the users, Apple’s own apps won’t have to show prompt or get user permission. Apple is offering personalized ads in the App Store and on Apple News based on where users go and what users do in Apple’s apps. To opt-out of the default Apple tracking, users need to do that manually by finding the relevant options in the Settings app.
The Cupertino-based tech giant had planned to introduce this new change in policy in September this year but decided to delay it to next year after criticism from high-profile companies like Facebook and others.
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