Apple today released a new ad that highlights the power of its App Tracking Transparency (ATT) feature. ATT is designed to prevent apps from tracking a user from app to app without having their express permission to do so.

The feature has drawn fire from the likes of Facebook already, and this ad us sure to help get the message across to users as to why they should care.

The ad, titled ‘Tracked” shows someone going to buy coffee. From that point on they’re followed by the barista, their taxi driver, and more as he goes about his daily business. The result is an apartment full of people keeping tabs on his every move. And then he enables ATT and prevents all of that data from being collected.

It’s a great watch and another humorous way for Apple to get its point across.

App Tracking Transparency lets you control which apps are allowed to track your activity across other companies’ apps and websites.

ATT was added to iOS 14.5, iPadOS 14.5, and tvOS 14.5 recently and it’s reported that around 96% of people are preventing their data from being collected already. Whether that’s accurate or not, we don’t know. But anything that makes Facebook nervous has to be a good thing for user privacy.

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