Apple is once again championing privacy with the introduction of Link Tracking Protection to select apps in iOS 17. This new feature aims to empower iPhone users to maintain their data privacy while browsing the web.
Link tracking identifiers, consisting of alphanumeric characters appended to the end of a link, allow websites to monitor user activity across the internet. They are commonly used for ad tracking and act as an alternative to third-party cookies. With the implementation of iOS 17, Link Tracking Protection will thwart advertisers’ attempts to bypass privacy measures that typically target cookies. This protection will be enabled in Mail, Messages, and Safari’s Private Browsing mode.
While users can manually remove link-tracking identifiers by selecting and deleting the characters themselves, the process can be cumbersome due to the often lengthy nature of these identifiers. Apple’s introduction of Link Tracking Protection streamlines this task, making it easier for users to maintain their privacy without the hassle.
Craig Federighi, Apple’s senior vice president of Software Engineering, emphasized Apple’s commitment to privacy in a press release announcing the feature. “Privacy is designed into every new Apple product and feature from the beginning,” Federighi stated. He further explained that Apple prioritizes giving users control over their data by providing industry-leading privacy features and the highest level of data security in the world.
Apple’s dedication to privacy is evident in various aspects of their platforms, such as the significant updates to Safari’s Private Browsing and the expansion of Lockdown Mode. By continuously enhancing their privacy features, Apple strives to ensure that users remain in control of their personal information and enjoy a secure online experience.
