Data Linked to You (and your real identity) that is collected by the app and company but not shared.Data Used to Track You (or your device) and shared across different apps, ad networks, and companies.Head into the Apple App Store, and below the reviews you’ll find an App Privacy section consisting of three categories:

Understanding Apple’s three privacy categoriesĪpple divides its privacy labels into three categories, with the goal of helping you understand what data an app collects and how that data is used. 1 We found that most of them do indeed collect and share a lot about you, and that some of the longtime worst offenders haven’t changed their behavior just because there’s a system pop-up or store label these days. We decided to see what we could learn about data tracking on iPhones and iPads by reading 250 App Store labels, including those for some of the most popular apps. On the App Store, Apple’s recently introduced “privacy nutrition label” helps detail what information each app seeks to collect, store, and share, but the implications aren’t always clear.

When you open apps for the first time after Apple’s latest system update, you’ll get a pop-up asking to “track your activity,” and your approval will give permission for developers to link information about you to an advertising profile that can track you across apps (and across the web). When millions of iPhones update to iOS 14.5 in the coming weeks, it will become much more obvious that many of the most common apps-including weather trackers, dating apps, and games-are advertising-data tools as much as they are anything else.

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