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Sometime next month, iPhone users will start seeing a new question when they use many of the apps on their devices: Do they want the app to follow them around the internet, tracking their behavior?

It’s a simple query, with potentially significant consequences. Apple is trying to single-handedly change the way internet advertising works.

That will affect everyone, from Apple’s giant tech rivals — most notably, Facebook, which announced today that it’s fighting back against Apple’s move — to any developer or publisher that uses ad technology to monitor what their app users are doing on the internet.

And it affects you, the person reading this story. At stake is your online privacy — and the advertising system that underwrites an endless supply of free content.

Apple announced its plan in June at its annual developer’s conference. But it hasn’t generated much attention outside of ad tech circles yet.

That will likely change in mid-September when the company is expected to roll out its new operating system, iOS 14.

Looking forward to that introduction of iOS 14 for a few reasons. Their new privacy system being #1. From my perspective, it’s going to be fun.