As a note this actually represents an improvement for Apple. It used to be that advertisers were able to use the raw UDID to identify users and it was used wid

As a note this actually represents an improvement for Apple. It used to be that advertisers were able to use the raw UDID to identify users and it was used widely until the whole Path blowup got Congress involved. Advertising is a necessary evil and tracking users is a part of that, while its opt-out instead of opt-in this at least allows users who have concerns a lot of ability to choose if and how they want to be tracked.