” … monetisation with powerful data starts to make more sense. But this is no different to a tracking cookie on a website, right? Well, yes and no. Firstly, tracking cookies can be disabled. If you don’t like ‘em, turn ‘em off. Not so the iOS app as everything is hidden under the covers. Actually, it’s in much the same way as a classic app that gets installed on any OS although in the desktop world, we’ve become accustomed to being asked if we’re happy to share our activities “for product improvement purposes”. These privacy issues simply come down to this: what does the user expect? Do they expect to be tracked when browsing a cook book installed on their local device? And do they expect this activity to be cross-referenceable with the use of other apparently unrelated apps? I highly doubt it, and therein lays the problem.” (via Troy Hunt: Secret iOS business; what you don’t know about your apps)