Apple Hits Back at European Activist Complaints Against Tracking Tool

FREMONT, CA: An Australian privacy advocating group filed complaints with data protection watchdogs in Germany and Spain alleging that Apple's tracking tool illegally enabled the $2 trillion U.S tech giant to store users’ data without their consent.

The complaints were brought against Apple’s use of a tracking code, known as the Identifier for Advertisers (IDFA), that is automatically generated on every iphone when it is set up. The code stored on the device makes it possible to track a user’s online behaviour and consumption preferences vital in allowing companies to send targeted adverts.