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Apple Spars With Privacy Group Over iPhone Tracking Tool

November 17, 2020

Apple has received two complaints from a group founded by Austrian privacy activist Max Schrems, alleging that a tracking tool used in the company’s iPhone line violates data collection laws in Europe.

The complaints were filed by Austria-based group NOYB – meaning “None Of Your Business” – and concern Apple’s use of a specialised tracking code called Identifier for Advertisers (IDFA). A unique IDFA is automatically generated for every iPhone that is set up and provides the company and third-party advertisers with user behaviour relating to their online, application and mobile usage.

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