This week, one billion Iphones and their users will have more power over the apps and their data.
Apple's new operating system IOS 14.5 includes the App Tracking Transparency feature for the first time, which allows the user to approve or deny tracking in apps.
- Apple has always wanted to show that it puts the user at the center, and that is positive in itself.
But what we see is that it could have been done in a different way, says Cahrlotte Thür.
Wants users to have more control over their data
Today, the default setting is for tracking to be approved automatically.
According to Apple, the update, which will also apply to the company's tablets and music players, means that users can more easily take control of their data.
"If a company is based on misleading users and exploiting their data through choices that are not choices at all, then it does not deserve praise, but it deserves to be reformed," Apple CEO Tim Cook said recently regarding the plans.
Facebook is furious at the message
The news has caused big tech giants, such as Facebook, to collapse.
According to surveys, up to 80 percent of users are expected to say no to tracking, which will lead to ads becoming less person-specific and likely to click less.
"They may say they are doing this to help people, but the change clearly reflects their competitive interests," Facebook CEO Mark Zuckerberg said in a statement.
According to Cahrlotte Thür, the change could lead to more advertising in some places.
- You can charge less for this type of advertising in your app if you cannot adapt it to the target group, she says.