Every time Apple attempts to inject a little more privacy into the digital world, it faces pushback – but the evidence suggests opponents would be better off going along for the ride.

A bigger business with more privacy

Take Do Not Track for ads and the move to quash IDFA tracking in iOS 14. When Apple first announced its plan, critics across the ad industry complained it would damage their business.

Apple counter-argued that it would simply inspire advertisers to think more creatively about how to reach customers — while also providing more privacy to those customers.  

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