Apple's latest marketing campaign — "Privacy. That's iPhone" — made us raise our eyebrows.
It's true that Apple has an impressive track record of protecting users' privacy, from end-to-end encryption on iMessage to anti-tracking in Safari.
But a key feature in iPhones has us worried, and makes their latest slogan ring a bit hollow.
Each iPhone that Apple sells comes with a unique ID (called an "identifier for advertisers" or IDFA), which lets advertisers track the actions users take when they use apps. It's like a salesperson following you from store to store while you shop and recording each thing you look at. Not very private at all.
These identifiers can already be manually reset under Settings > Privacy > Advertising on iOS devices and under Settings > General > Privacy on Apple TV, but Mozilla is asking for "a real cap" with an automatic monthly reset to make it "harder for companies to build a profile about you over time."
"If Apple makes this change, it won't just improve the privacy of iPhones — it will send Silicon Valley the message that users want companies to safeguard their privacy by default," wrote Ashley Boyd, Mozilla's VP of Advocacy.
Interest-based ads in the App Store and Apple News app are based on information such as your App Store search history and Apple News reading history. Apple makes it easy to opt out, but Mozilla argues that "most people don't know that feature even exists, let alone that they should turn it off."
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices.
iPhone 17 Pro's alleged design via Front Page Tech
Below, we recap key changes rumored for the iPhone 17 Pro models as of March 2025:
Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone...
Thursday March 20, 2025 12:01 am PDT by Joe Rossignol
If you pay for iCloud storage on your iPhone, Apple has a new perk for you, at no additional cost.
The new perk is the ability to create invitations in the Apple Invites app for the iPhone, which launched in the App Store last month.
In the Apple Invites app, iCloud+ subscribers can create invitations for any occasion, such as birthday parties, graduations, baby showers, and more. Anyone ...
We're not getting new Siri Apple Intelligence features in iOS 18.4 as expected, but the upcoming update does have quite a few new additions that will be worth upgrading for. We've rounded up the five best features to look forward to, and if you're not running the beta, you can expect to get access to these in early April.
Priority Notifications
If you have an iPhone or iPad that supports...
Thursday March 20, 2025 2:04 pm PDT by Joe Rossignol
While the first iOS 19 beta is still more than two months away, there are already plenty of rumors about the upcoming software update.
Below, we recap the key iOS 19 rumors so far.
visionOS-Like Design
In January, the YouTube channel Front Page Tech revealed a redesigned Camera app that is allegedly planned for iOS 19.
According to Front Page Tech host Jon Prosser, the Camera app...
Apple today seeded the release candidate versions of upcoming iOS 18.4 and iPadOS 18.4 updates to developers for testing purposes, with the software coming a week after Apple released the fourth betas.
iOS 18.4 and iPadOS 18.4 can be downloaded from the Settings app on a compatible device by going to General > Software Update.
With iOS 18.4, Apple is adding the Priority Notifications...
Apple today announced that AirPods Max with a USB-C port will be gaining support for lossless audio and ultra-low latency audio with a firmware update next month, alongside the release of iOS 18.4, iPadOS 18.4, and macOS 15.4.
For context, audio files are typically compressed to keep file sizes smaller. There are lossy compression standards like MP3, and Apple's own Advanced Audio Codec...
Apple will launch its long-rumored foldable iPhone next year with a ~$2,000 premium price tag attached, expects well-connected Bloomberg reporter Mark Gurman.
Gurman's comments on Apple's launch plans for its first foldable device appeared in the Q&A section of his latest Power On newsletter. Earlier this month, the reporter said Apple's foldable iPhone could be arriving "as early as 2026,"...
Earlier this month, Bloomberg reported that Apple is planning "one of the most dramatic software overhauls in the company's history" – an update that aims to bring iOS, iPadOS, and macOS into closer visual alignment. The redesign is said to be "loosely based" on visionOS, the software behind Apple's Vision Pro headset, and will reportedly update the look of icons, menus, apps, windows, and...
No one really cares. I really don't see why some people get so offended over advertising. Advertising is how many companies get sales, to produce more products, for you to continue to consume.
I didn't know Big Marketing had an account here. Welcome!
How are companies supposed to survive without advertising when consumers want everything for free?
First off, we would still SEE the ads. That's how they 'survive': We see their ads, we maybe buy from them.
The issue is whether after viewing the ads, can they then track us indefinitely. I'm glad this story popped up because frankly I was completely unaware until now that I could reset my advertising identifier on my own. So thank you Mozilla!
