iPhone users can now choose to opt out of apps tracking them across the internet for advertising.
The new pop-up feature follows Apple CEO Tim Cook’s announcement that users should have the choice over how their data is collected and used.
Queensland University of Technology digital communications expert Daniel Angus said apps have been free to give away personal data and this new update puts the choice front and centre.
"We are getting better and consumers are getting more savvy and demanding more in terms of safety and privacy."
However, Dr Angus also warned the action could be a pre-emptive move against regulation.