Apple’s New Privacy Commercial Puts Data Brokers On Notice
Since then, we’ve seen a number of other options added, some of which this new commercial — called, simply, “Data Auction” — calls out. Some are active, like Intelligent Tracking Prevention in Safari, which when activated will use machine learning to figure out what in websites is functional and what is for tracking, and then block the latter. More recently, it has also gained the ability to hide your IP address, too.
That’s something Mail Privacy Protection does as well, as well as blocking the so-called “invisible pixels” which can report back to data brokers whether or not you opened an email. Obscuring location in a more granular way is something Apple has been exploring for a while now: iOS 14, for example, introduced the ability to share approximate location with apps and sites. Rather than giving exact coordinates, it narrows your position down to a roughly 10 square mile zone; enough to get local recommendations and news, but nothing more specific.
Other additions have focused more on awareness. App Privacy Report, for example, shows which apps have tapped which hardware and software permissions on your iPhone and iPad, including a list of the domains that app might be contacting in the background. Safari Privacy Report does much the same thing, only for website trackers.