Apple Fights Against Location Tracking On iPhones With New iOS 8 Feature

Apple Fights Against Location Tracking On iPhones With New iOS 8 Feature (Ping! Zine Web Tech Magazine) – Apple may have won the approval of privacy advocates with its new iOS 8 feature that blocks marketers from tracking your location.

The new feature randomizes a device’s media access control (MAC) address when looking for a Wi-Fi connection, thus disguising your real location until connected to a network, The Verge reports.

This change allows for users not to be tracked by retail companies who log when and how many times customers walk into their stores, a practice tested by stores such as Nordstrom, Cabelas, and Family Dollar. London even tried out Wi-Fi tracking last year by using “smart trash cans” that tracked the MAC addresses of passersby.

Swiss security researcher Frederic Jacobs pointed out the new feature yesterday via Twitter, stating he hopes that “this becomes an industry standard.”

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