The public's demand for data protection has caused most tech companies to worry about data protection and privacy. Google and Apple are among them, as owners of the largest mobile application stores and developers of popular browsers.
Apple announced the so-called "privacy labels" launch — privacy labels at the end of 2020. Their goal is to educate users about the information that mobile app developers collect. Such a label should accompany the description of the application in the App Store. Apple is confident that this will help users better understand what data the application needs and not install those that require too much.
Google introduces specific changes regarding mobile applications for Android too. Applications can no longer access the list of other programs installed on the smartphone.
Such restrictions will require market participants, including retailers, to rethink their mobile apps and make sure they are not asking users for unnecessary data.
Another change announced by Apple in the summer of 2020 is that mobile app developers will have to ask users for explicit permission to use their data in ads. If any, these permissions were indicated, perhaps, in user agreements, which no one mainly read. Now users will have to give explicit consent for their data to be available in ad targeting. Apple postponed the launch of this feature so the market could prepare for these rules. But in early April 2021, the company announced that the update would be available in the new version of the iOS 14.5 operating system.
As for Google, they also continued to implement changes. They removed support for third-party cookies in the Google Chrome browser. The company explained its decision by the desire to improve user privacy and offer other tools to help advertisers recognize their audience and target ads.