Apple has allowed app developers to collect data from its 1bn iPhone users for targeted advertising, in an unacknowledged shift that lets companies follow a much looser interpretation of its controversial privacy policy.  

In May Apple communicated its privacy changes to the wider public, launching an advert that featured a harassed man whose daily activities were closely monitored by an ever-growing group of strangers. When his iPhone prompted him to “Ask App Not to Track”, he clicked it and they vanished. Apple’s message to potential customers was clear — if you choose an iPhone, you are choosing privacy.

But seven months later, companies including Snap and Facebook have been allowed to keep sharing user-level signals from iPhones, as long as that data is anonymised and aggregated rather than tied to specific user profiles.