Data tracking is more widespread than ever. Learn how Apple’s privacy features help users take control over their data
January 28 is Data Privacy Day, a time to raise awareness about the importance of protecting people’s personal information online. Apple is commemorating Data Privacy Day by sharing “A Day in the Life of Your Data,” an easy-to-understand report illustrating how companies track user data across websites and apps. The report also shares how privacy features across Apple’s products give users more transparency and control, empowering people with the tools and knowledge to protect their personal information.
“Privacy means peace of mind, it means security, and it means you are in the driver’s seat when it comes to your own data,” said Craig Federighi, Apple’s senior vice president of Software Engineering. “Our goal is to create technology that keeps people’s information safe and protected. We believe privacy is a fundamental human right, and our teams work every day to embed it in everything we make.”
“A Day in the Life of Your Data” helps users better understand how third-party companies track their information across apps and websites, while describing the tools Apple provides to make tracking more transparent and give users more control. The explainer sheds light on how widespread some of these practices have become. On average, apps include six “trackers” from other companies, which have the sole purpose of collecting and tracking people and their personal information.1 Data collected by these trackers is pieced together, shared, aggregated, and monetized, fueling an industry valued at $227 billion per year.
- With the new privacy information section on App Store product pages, a feature called the privacy nutrition label, Apple is requiring every app — including its own — to give users an easy-to-view summary of the developer’s privacy practices. Every product page on the App Store includes standardized, easy-to-read information based on the developer’s self-reported data practices. The privacy nutrition labels give users key information about how an app uses their data — including whether the data is used to track them, linked to them, or not linked to them.
- And starting soon, with Apple’s next beta update, App Tracking Transparency will require apps to get the user’s permission before tracking their data across apps or websites owned by other companies. Under Settings, users will be able to see which apps have requested permission to track, and make changes as they see fit. This requirement will roll out broadly in early spring with an upcoming release of iOS 14, iPadOS 14, and tvOS 14, and has already garnered support from privacy advocates around the world.