Apple’s iOS 14.5 release yesterday also brought the arrival of the much-discussed App Tracking Transparency (ATT) privacy feature. It’s a feature that will mean all apps must ask the user’s permission before it can track them from one app to another.

Facebook in particular has been outspoken about ATT, and now it’s available to the public Apple is explaining to users how it works.

The first part of that is a new video posted to YouTube that explains to everyone how the feature works and why it is important. It’s well worth a watch, especially if you’re at all unsure about ATT in iOS 14.5.

Apple also made software engineering chief Craig Federighi available to the Wall Street Journal, with Hair Force One explaining that iPhones are so personal that it’s important that users have control over them.

“These devices are so intimately a part of our lives and contain so much of what we’re thinking and where we’ve been and who we’ve been with that users deserve and need control of that information.” He added, “The abuses can range from creepy to dangerous.”

Facebook for one is concerned that people will opt out of allowing themselves to be tracked, endangering its ad-based business model. Apple and privacy advocates would no doubt say that’s the whole point of the feature – giving users the option whether or not to be tracked by Facebook and other such ad agencies.

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