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September 13, 2025 Lisa Park Tech
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  • Okay,I'm ready to process the provided instructions and create a comprehensive,SEO-optimized article based on the Google News RSS feed link.
  • On September 12, 2025, Apple announced a suite of new privacy features designed to limit cross-app tracking and provide users with greater control over their data.
  • What: Apple is introducing new privacy features in iOS 18 to limit cross-app tracking.
Original source: msn.com

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Apple’s New Privacy Features Spark Debate Over User Tracking and Advertising

Table of Contents

The Core of the Issue

On September 12, 2025, Apple announced a suite of new privacy features designed to limit cross-app tracking and provide users with greater control over their data. These changes, slated for release with iOS 18 in late October 2025, have ignited a fierce debate between privacy advocates and the digital advertising industry, with potential ramifications for how online advertising functions. Bloomberg reports the changes are the most significant privacy update since the introduction of App Tracking Transparency (ATT) in 2021.

Key Features of iOS 18’s Privacy Update

The new features build upon Apple’s existing privacy framework and include:

  • Enhanced Link Tracking Protection: Apple will strip identifying parameters from URLs before redirecting users, making it harder to track clicks across websites.
  • Private browsing Improvements: Private Browsing mode will receive enhanced protections against fingerprinting and other tracking techniques.
  • Email Privacy Relay Expansion: Apple’s Email Privacy Relay, which masks a user’s email address, will be expanded to support more email providers.
  • App Privacy Report Enhancements: Users will receive more detailed information about how apps are using their data.

according to The Verge, these changes are designed to address loopholes that advertisers have exploited to circumvent existing privacy protections.

Industry Response: Concerns and Criticism

The digital advertising industry has reacted strongly to Apple’s announcement. The Interactive Advertising Bureau (IAB) released a statement expressing “deep concern” about the impact of the changes on small businesses and the free internet. They argue that these features will disproportionately harm companies that rely on targeted advertising to reach customers. IAB Statement

Facebook (Meta) and Google have both previously criticized Apple’s App Tracking Transparency (ATT) policy, which required apps to obtain explicit user consent before tracking them across other apps and websites. Meta estimated that ATT cost the company over $10 billion in revenue in 2022. Reuters