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Mozilla Questions Apple’s Privacy Practice

Notably, earlier critism of the IDFA gave way to a pushback from app developers who say they need the tech to monetise the free app ecosystem so many of us have become used to

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Mozilla contributors started contributing more actively in the project since June, according to GitHub's version history overview.
Mozilla contributors started contributing more actively in the project since June, according to GitHub's version history overview. (IANS)

Mozilla, the maker of the Open Source browser Firefox, has launched a campaign asking Apple to make it harder for advertisers to track iPhone users by changing the unique ID for each iPhone every month and building comprehensive profiles of users over time.

Apple, which has always positioned itself as a champion for privacy, sells each iPhone with a unique ID (called an “identifier for advertisers” or IDFA) that lets advertisers track the actions users take when they use apps.

“It’s like a salesperson following you from store to store while you shop and recording each thing you look at. Not very private at all. The good news: You can turn this feature off. The bad news: Most people don’t know that feature even exists, let alone that they should turn it off. And we think that they shouldn’t have to,” Ashley Boyd, VP of Advocacy, Mozilla, wrote in a blog post on Tuesday.

Apple, smartphone
Customers walk past an Apple logo inside of an Apple store at Grand Central Station in New York, Aug. 1, 2018. VOA

“That’s why we’re asking Apple to change the unique IDs for each iPhone eve5ry month. You would still get relevant ads – but it would be harder for companies to build a profile about you over time,” Boyd added.

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Notably, earlier critism of the IDFA gave way to a pushback fro0m app developers who say they need the tech to monetise the free app ecosystem so many of us have become used to. (IANS)

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Swatch Defeats Apple in Legal War Over Catch-phrase

In 2007, Swatch trademarked the term “iSwatch” before Apple could register for “iWatch.”

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Apple, women
The Apple logo is shown outside the company's Worldwide Developers Conference in San Francisco, California. VOA

Swiss watchmaker Swatch defeated Apple in a legal battle where the iPhone-maker claimed that the watch company used the phrase “One More Thing” — which was regularly used by Steve Jobs in his key notes.

While launching a “film noir inspired” set of watches in Australia, Swatch did use the phrase but it said the line was picked up from an old detective TV serial “Columbo” in which the character often said “just one more thing”, 9To5Mac reported on Saturday.

Drian Richards, the hearing officer of the case, sided with Swatch and ordered Apple to pay the watchmaker’s legal fees.

He noted that Apple had never used the “One More Thing” phrase in conjunction with any “particular” goods or services.

How much will Apple have to pay back to Swatch remains undisclosed as of now.

Apple, Campus, China
A customer is entering the Apple store in Fairfax, Virginia. VOA

In August, 2015 Swatch had trademarked the expression “One More Thing”.

However, Apple believed that watch-maker should not be allowed to use that trademark over the phrase and instead applied for its own trademark.

This latest ruling in Australia comes after Apple lost a similar legal battle with Swatch in Switzerland earlier in April where the watchmaker used the phrase “Tick Different” while promoting its new NFC-enabled watch.

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Apple argued that the phrase unfairly traded on its “Think Different” slogan it used in the 1990s but the Swiss court sided by Swatch on the issue.

In 2007, Swatch trademarked the term “iSwatch” before Apple could register for “iWatch.” (IANS)