With more companies switching to e-commerce operation, the issue of data privacy and security is becoming prevalent by the day. Customers are becoming aware of how their data is being used, shared and sometimes manipulated for advertising purposes. With increasing pressure to protect customer data, Apple made changes to its software systems and policies. Apple started it on Safari, before moving onto its app store, involving third party developers. It's a growing trend that many tech companies are getting behind. Given how sensitive customer information and opinions are in today's day and age, we won't be seeing the end of it anytime soon.