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What makes Apple an AdTech company? As far as I'm aware the only ads Apple runs these days are in the App Store, i.e. outside of the browser.

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They do have a "Privacy Preserving Ad Measurement" setting that's enabled by default. Just like Firefox, you can opt out of it, but it is opt-out - so same deal as with Firefox. Apple may be a lot better than others, but they're still doing tracking.

yeah, i believe that's this thing https://webkit.org/blog/8943/privacy-preserving-ad-click-att...

This is not tracking for Apple ads, this is the exact sort of thing that Firefox is experimenting with now, of providing a carrot to advertisers in the form of a means of measuring ad effectiveness without violating user privacy.

Apple turned on its equivalent of PPA by default in Safari and iOS back in 2021. Apple also runs ads in Apple News, which you cannot uninstall on MacOS.

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