With billions of people now worried about their privacy in our digital society, Apple has landed a huge blow on its Big Tech rival Facebook.
There has been an escalating war of words between the tech titans over recent months. Now Apple has chosen to act.
On Monday, Apple will begin rolling out an update of its iOS operating system with new privacy controls designed to limit digital advertisers from tracking iPhone users.
Facebook claims it will hurt millions of small businesses who rely on its tracking tools to target advertising to customers.
Apple argues the same customers are worried about their privacy and should be allowed to control what information is used about them.
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