Apple’s new privacy tool to escalate Facebook feud

NEW DELHI: For more than two years now, Apple and Facebook have been at loggerheads over user privacy, with latter growing increasingly infamous over its lax data security. Now, Apple is releasing a privacy feature that will require apps to get permission from users before tracking their behaviour across other apps.

Most smartphone users are not aware that companies such as Facebook track their activity on other apps such as Spotify and Amazon. This data is used by advertisers to target users with more specific ads. With Apple’s new software, iPhone users will see pop-up windows that ask their permission to allow this tracking.