Apple’s iOS 8 Restricts Marketers Tracking of Users

Apple’s iOS 8 Restricts Marketers Tracking of Users

Apple Inc. (NASDAQ:AAPL) has recently released iOS 8 beta, which will restrict the marketers from tracking the smartphone of users while they are moving inside a store. The Loop reported that until now marketers as well as hackers commonly tracked user smartphones by tracking their MAC address.

Changing codes

A Media Access Controller (MAC) address is a distinctive code for a device and every device has a unique MAC that identifies it anywhere. This address is shown by the smartphone if they want to connect through the Wi-Fi network and is a mandatory step.

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Now a Swiss programmer revealed that instead of showing the actual MAC address the beta release of iOS8 will generate random combinations of characters that will keep changing frequently. This means customers can no longer be identified by the MAC addresses of their smartphones.

Although it is a simple move from Apple Inc. (NASDAQ:AAPL), it could deeply impact the data collecting companies. Retailers have been tracking the number of foot falls in the store by tracking smartphones as they pass by a Wi-Fi hotspot. The iOS8 will restrict such tracking by showing different characters every time. To date, no other platform has announced it is adopting the same system, but it is positive news for those wanting privacy and limited access to their data.

Is Apple planning split screen

In a separate development, developer Steven Troughton-Smith showed a feature in Apple Inc. (NASDAQ:AAPL) iOS 8 that allows a springboard to continue two apps side by side. In simple words it’s a split screen, and will be released as a part of the new OS to be launched this fall, says a post on Twitter.

As of now, it is not clear how the screen will split for Apple Inc. (NASDAQ:AAPL) iPhone that have smaller screen, but apparently there will be an option to run the second app in “1/4 size, 1/2 size, or 3/4 size.” It is also possible that iOS8 would give more space to the active app and a smaller screen to the one running in the background. The split screen feature is similar to that of Microsoft Surface tablets that can show multiple apps at once. The method is very useful for devices with limited screen size.

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Aman is MBA (Finance) with an experience on both Marketing and Finance side. He has worked as a Risk Analyst for AIR Worldwide, and is currently leading VeRa FinServ, a Financial Research firm. Favorite pastimes include watching science fiction movies, reviewing tech gadgets, playing PC games and cricket. - Email him at
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