Apple has finally launched the controversial App Tracking Transparency feature, which enables iPhone and iPad users choose whether third-party apps can track their activity outside of the app.

The feature, which has met huge resistance from the likes of Facebook, belatedly arrives within the iOS 14.5 update and gives users control over which apps they’ll allow to follow their activity on the web or within other apps.

Apple had previously delayed the feature after an outcry from stakeholders who worry about the affect on ad revenue for businesses large and small. Now App Tracking Transparency is here, apps will still be able to track users for targeted advertising, it’s just now they’ll have to ask permission from them first.

Apple says on its website: “App Tracking Transparency…

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