Apple’s latest marketing campaign — “You can turn this feature off. The bad news: Most people don’t know that feature even exists, let alone that they should turn it off. And we think that they shouldn’t have to.
That’s why we’re asking Apple to change the unique IDs for each iPhone every month. You would still get relevant ads — but it would be 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.
At Mozilla, we’re always fighting for technology that puts users’ privacy first: We publish our annual *Privacy Not Included shopping guide. We urge major retailers not to stock insecure connected devices. And our Mozilla Fellows highlight the consequences of technology that makes publicity, and not privacy, the default.