One of the improved privacy features of iOS 8 could also foil marketers tracking smartphone data. A Swiss scientist has revealed that MAC address tracking—a common method marketers (and also malware) can use to monitor mobile phones (and therefore customers) as they move through a store—is foiled by Apple's latest iOS 8 beta releases.
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It's nice to see this baked into iOS, rather than it being a separate utility. It would be nice if this became the norm.