While Apple might be capitalizing on its privacy controls, some have criticized the company for such things as its identifiers for advertisers (IDFA).  

Chris Olson, CEO at The Media Trust: 

“The IDFA is simply one of several device identifiers. Even if Apple were to change the IDFA on a weekly basis it would be using another identifier to ensure the new IDFA is assigned to the right device. Moreover, changing the IDFA–however frequently–will not change the fact that apps collect information on device users independently of IDFAs. Early in the smartphone wars, Apple distinguished itself from competitors by running an airtight app store. Unlike Google, the company set strict standards that most applications find difficult to meet even today. The iPhone was never supposed to run third-party applications, and only after the persistent threat of jailbreaking, unlocking, and competitor sniping did Steve Jobs relent. While critics call out Apple for its closed platform, there is a logic to this approach: opening up technology to outside developers creates privacy and security risks for which users hold the device creator liable. Apple wanted to retain control of the ecosystem not only for profit but also to eliminate those risks.” 

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