Apple is following through on its commitment to protecting user privacy by requiring developers to ask users for their permission to track them for advertising purposes across apps and websites owned by other companies. The prompts were expected to start showing up early next year, but some Apple device users spotted the dialog box after installing the first iOS 14.4 beta last week, suggesting that the rollout has already begun.

One iPad owner on the MacRumors forums took a screenshot when his iPad running iOS 14.4 beta 1 asked him if he wanted to let the NBA app track his online activity. “Your data will be used to provide you a better and personalized ad experience,” the prompt read. The user had two options: Ask App not to Track or Allow.

Screenshot of apple new beta testing

Apple first said that this privacy feature would be available alongside iOS 14 at launch, but following an outcry from developers, Apple pushed the launch back, explaining that it wanted to “give developers the time they need to make the necessary changes, and as a result, the requirement to use this tracking permission will go into effect early next year.” That would indicate that the prompts some users are seeing are a test or a limited rollout.

Facebook has been the most vocal detractor of the policy, claiming that it “will have a harmful impact on many small businesses that are struggling to stay afloat and on the free internet that we all rely on more than ever.” The company went as far as to take out a full-page ad in The New York TimesThe Washington Post, and The Wall Street Journal to blast a policy it says will “change the internet as we know it—for the worse.”

What are we going to do with apple and these new things

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