It should come as no surprise to anyone that Apple takes the privacy of its iPhone users very seriously.
This is after all the company that famously resisted FBI demands for a backdoor into a terrorist’s iPhone. So it was understandable that Uber CEO Travis Kalanick might have been a bit anxious before a 2015 meeting with Apple CEO Tim Cook.
The reason? Kalanick had been directing his engineers to camouflage a feature in the ride-hailing app that allowed Uber to secretly identify and tag iPhone users, even after the app had been deleted from users’ phones, according to a wide-ranging profile published Sunday by The New York Times. But Apple was on to the ruse, which violated Apple’s app privacy rules.