Privacy is an area of frequent concern from Apple, but it's not often that tweaks to privacy features attract the ire of tech giants like Facebook. In the case of iOS 14.4, however that's exactly what happened when the social media giant placed a full-page newspaper ad criticizing Apple's iOS 14.4 updates.

Apple's new privacy feature centers on one aspect of data collection in particular: web tracking. The feature, called App Tracking Transparency, will monitor the ways in which apps trace you across sites and services and update users when it happens.

In a new prompt that began appearing in beta version of 14.4, users can choose whether they want to allow the app to continue tracking them or "Ask app not to track."

Fingerprinting involves collecting multiple data points from a device which are then used to give each device a unique identifier. Those sources of data, like IP addresses, operating systems, plugin data, and time stamps, making it potentially more intrusive than other forms of web-tracking.