Hi,

Last year, Mozilla called on Apple to increase user privacy by automatically resetting the Identifier for Advertisers (IDFA) on iPhones.

The IDFA lets advertisers track the actions users take when they use apps — kind of like a salesperson that follows you from store to store while you shop, recording every item you look at. Creepy, right?

Earlier this year, Apple went even further than what Mozilla supporters had asked for when it announced that it will give consumers the option to opt-out of tracking in each app, essentially turning off IDFA and giving millions of consumers more privacy online. Apple's announcement also made a loud statement: mass data collection and invasive advertising don't have to be the norm online.

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Unfortunately, as you might imagine, a lot of advertisers, notably Facebook, were not happy with Apple.¹ Facebook, which uses IDFA to track users' activity across different apps and match them to advertising profiles, says that its advertising partners will be hit hard by this change.²

So far, Apple hasn't backed down in the face of this backlash from Facebook and advertisers. But Apple did delay the implementation of its privacy-control features. We need to make sure the company stays strong and gives iPhone users this enhanced privacy feature as soon as possible.

That's where you come in: We need a massive outpouring of support for Apple's decision to help strengthen its resolve to protect consumer privacy.

  Thank Apple  

Apple's planned implementation of anti-tracking features is a huge win for consumers, many of whom might not even be aware that they can be tracked across apps on their phone. In fact, a 2019 Mozilla-Ipsos poll revealed that half of iPhone users weren't even aware that the IDFA and ongoing data collection by apps existed. Further, consumers who did know it existed still did not know how to reset it. Now, with the option to opt-out of tracking at the point-of-use, consumers won't have to sift through their phone's settings to protect their privacy. But first, Apple needs to implement the change. We need to make sure the company does not kick the can down the road.

Sign this thank you to let Apple know consumers are eagerly anticipating anti-tracking protection on iPhone.

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More soon,
— The Mozilla Team

References:

1. Chance Miller, "Apple doubles down on upcoming iOS 14 privacy features, slams Facebook for collecting 'as much data as possible'," 9to5Mac, Nov 19, 2020
2. Chance Miller, "Apple doubles down on iOS 14 tracking privacy as Facebook panics," 9to5Mac, Aug 11, 2020