Apple's HealthKit will be off limits for advertisers, which means app developers planning on supporting the health and fitness logging platform won't be able to make money by selling information about how far we walk or how much we weigh to other companies. The rule should help keep personal information that should stay private out of the wrong hands, and could help boost trust in HealthKit once iOS 8 ships in the coming weeks.
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Locking down our health and fitness data so it can't be sold to advertisers is a great move on Apple's part. That'll go a long way towards helping iPhone owners feel like data that's very personal in nature won't be used to target them with inappropriate or embarrassing ads.