The privacy battle Apple isn’t fighting

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For at least a decade, privacy advocates dreamed of a universal, legally enforceable do not track" setting. Now, at least in the most populous state in the US, that dream has become a reality. So why isn't Apple-a company that increasingly uses privacy as a selling point-helping its customers take advantage of it?

When California passed the California Consumer Privacy Act (CCPA) in 2018, the law came with a large asterisk. In theory, the CCPA gives California residents the right to tell websites not to sell their personal data. In practice, exercising that right means clicking through an interminable number of privacy policies and cookie notices, one by one, on every site you visit. Only a masochist or a die-hard privacy enthusiast would go to the trouble of clicking through to the cookie settings every time they're looking up a menu or buying a vacuum. Privacy will remain, for most people, a right that exists only on paper until there's a simple one-click way to opt out of tracking across the whole Internet.

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