Apple's App Tracking Transparency feature, introduced in iOS 14.5, allows users to opt-out of app tracking, preventing apps from accessing the device's advertising identifier (IDFA) and other identifiers for targeted ads. This has had a significant financial impact on social media platforms, costing them billions in ad revenue. Users can disable tracking for new apps upon download or adjust settings for existing apps. Despite this, denying IDFA access doesn't stop all forms of tracking, so users should remain cautious. The feature underscores Apple's commitment to privacy, which it considers a fundamental human right.
The internet is on the cusp of a transformative period reminiscent of the early 2000s, with potential shifts in power dynamics, increased regulatory involvement, and a resurgence of human-scale, creative online communities. As dissatisfaction with major platforms grows, new social networks are emerging, offering diverse and localized experiences. This change is fueled by a combination of regulatory actions, such as the EU mandating Apple to open up to alternative app stores, and a cultural shift towards more personal and intimate digital interactions. The article suggests that the future of the internet may be shaped by a variety of smaller, more personal platforms and experiences, rather than being dominated by a few large tech companies.
