In a move that puts users’ privacy over potential profits, Apple is asking Google to cease tracking users via its applications running on the iOS environment. The announcement came in the form of a blog on Wednesday, which highlights Apple’s App Tracking Transparency (ATT) policy.

While still yet to take into effect, the policy will specifically prohibit any Google app in both iPhone and iPad from asking users for permission to track them online. The consequence of which could see advertisers potentially losing billions of dollars in the process.

Apple is not altogether killing off the means by which users can be tracked, such as via the Identifier for Advertisers (IDFA). Instead, it will only entail that users consent to it on an app-by-app basis alongside an ATT prompt.

It is not just advertisers’ revenue that could be hurt by the change, however, as even Google itself could see the massive impact on its profit. Just in 2019 alone, its parent company, Alphabet, has earned 80% of its total income from ad sales, which could be severely dampened should the ATT be implemented.

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