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Apple views iPhone privacy as a key iOS feature
Because Apple views privacy as a cornerstone feature of the iPhone, app tracking on iOS is turned off by default. As a result, users who are okay with apps tracking their activity must now opt-in. Early reports suggest that 96% of iOS users aren’t opting into app tracking, which is exactly the scenario platforms like Facebook were afraid of. A more recent report indicates that more than 75% of iOS users aren’t opting into app tracking. Regardless, the takeaway here is clear: most users aren’t keen on app tracking when pro-actively presented with a choice.