Apple CEO Tim Cook said that its Apple Tracking Transparency (ATT) feature is aimed at giving users greater autonomy and decision making power over the company's tracking capabilities. The company reported revenues of $89 billion — 54% year-on-year increase — in the first quarter of 2021. The ATT feature will be a part of OS 14.5 update, through which APP requires apps to seek consent of users for tracking them for personalised ads. "ATT's focus is really on the user and giving the user the ability to make a decision about whether they want to be tracked or not. And so, it's putting the user in the control. Not Apple, not another company, but the user of where it should be. And so, that's really the focus of it." — Tim Cook, Apple CEO Though indirect, Cook's response was a potshot at Facebook, which has been extremely critical of the ATT feature. Cook claimed that the feedback to the feature had been "tremendous", in a way refuting Facebook's claims that it would be detrimental to the interests of small and medium sized businesses advertising on Facebook. Cook also said that even if it was only a very few people among its users who did not want to be tracked, the feature was still worth implementing since they should have the choice to be tracked or not. The tech giant's iPhone sales were strong, contributing to more than half of the overall revenues. Sales of its Mac and iPad devices were…
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