Mozilla Calls on Apple to Make a Privacy Improvement

While it appreciates Apple’s stance on privacy, Mozilla is calling on the firm to make a change that would improve customer privacy even further.

“Each iPhone that Apple sells comes with a unique ID (called an “identifier for advertisers” or IDFA), which lets advertisers track the actions users take when they use apps,” Mozilla’s Ashley Boyd explains. “It’s like a salesperson following you from store to store while you shop and recording each thing you look at. Not very private at all.”

The good news? You can turn this feature off, and if you’re using an iPhone—and are concerned about privacy—you may want to do just that. (Here’s how.)

The bad news, of course, is that most people are simply unaware of this option and that Apple leaves it enabled by default.

“We’re asking Apple to change the unique IDs for each iPhone every month,” Boyd continues. “You would still get relevant ads — but it would be harder for companies to build a profile about you over time.”

And if you agree with this need, Mozilla has set up an online petition so you can register your vote and hopefully inspire Apple to make the iPhone even more privacy-friendly.