“Apple believes privacy is a fundamental human right, which is why iOS has always been designed with built-in encryption, on-device intelligence, and other tools that let you share what you want on your terms.” It isn’t often that you see any company the size of Apple take that strong of a stance. Privacy is their best feature and it seems like they are doubling down.
The fact that each device has an IDFA that any app can share with literally anyone in the world, without the need to tell you, because IDFA is a quasi-persistent identifier I suppose doesn't matter.
> note that when ad tracking is limited, the value of the advertising identifier is 00000000-0000-0000-0000-000000000000
https://developer.apple.com/documentation/adsupport/asidenti...
Here is how you turn it off:
1. Go to Settings > Privacy > Advertising.
2. Turn on Limit Ad Tracking.