Apple and Google have recently decided to provide greater control over the data usage to the users.

The internet giants have been practising the same business models that provide free services which collect user data and then monetise it in the form of ads for years now. However, now the data privacy issues are under global spotlight and they are forcing the companies to change their working ways. The tech giants such as Apple, Meta, Amazon and Google have attempted a number of times to monopolise their businesses and due to these activities they have gone through antitrust scrutiny as well.

Apple and Google have recently decided to provide greater control over the data usage to the users and this step can turn out to be a good one towards privacy of the users. The Cupertino tech giant rolled out the app tracking transparency (ATT) feature last year for the Apple iPhones and Apple iPads.

After the app tracking transparency (ATT) feature has been released, the apps will now have to ask for the user’s permission to track their activities across other websites and apps. Now the companies who depend on revenue from advertisement have now been affected by this feature as they are not able to access the user data of Apple iPhone users. Meta said that they will incur a loss of $10 billion dollars in 2022 due to the app tracking transparency (ATT) feature.

On the other hand, Google announced earlier this month that a privacy solution for the web will be rolled out and it will be available for Android devices. The search giant has named this feature as ‘Privacy Sandbox’ and it will put a limit on third parties from collecting user data and also, they will not be able to operate without the advertising ID that is provided by the Google Play services. However, the Privacy Sandbox will take two years to be available on the Android devices.