To be tracked or not? Apple is now giving is the choice

If we had a choice, would any of us want to be tracked online for the sake of seeing more relevant digital ads?

We are about to find out.

On Monday, Apple was planning to release iOS 14.5, one of its most anticipated software updates for iPhones and iPads in years. It includes App Tracking Transparency, a new privacy tool that could give us more control over how our data is shared.

Here’s how it works: When an app wants to follow our activities to share information with third parties such as advertisers, a window will appear on our Apple device to ask for our permission to do so. If we say no, the app must stop monitoring and sharing our data.