July 30, 2025 — Apple Inc. has announced a significant expansion of its privacy features with the release of iOS 26, introducing Advanced Fingerprinting Protection across all browsing by default. The announcement was made during the company’s annual Worldwide Developers Conference (WWDC) 2025.
Previously limited to Safari’s Private Browsing mode since its debut in iOS 17 (September 2023), the feature will now extend to standard browsing sessions, reinforcing Apple’s broader privacy-focused strategy.
Advanced Fingerprinting Protection is designed to block websites and advertisers from identifying users based on system-level information, such as device type, browser configuration, installed fonts, and screen resolution — commonly used in browser fingerprinting techniques that track users even in the absence of cookies.
Apple stated that the feature will now be enabled by default, without requiring user intervention. “We are committed to giving users control over their data,” a company spokesperson said. “With iOS 26, all browsing activity in Safari will receive the same level of privacy previously limited to private sessions.”
The move is expected to impact the digital advertising industry, which increasingly relies on fingerprinting as cookies become obsolete. Experts say the rollout could influence other tech firms to adopt similar protections. “Apple continues to lead the charge on digital privacy,” said Clara Jensen, analyst at the Digital Privacy Foundation. “This step sets a precedent and challenges the current norms of behavioral advertising.”
Apple reassured developers that its Privacy Preserving APIs will remain available for ad attribution and web analytics, allowing essential functionality without compromising user anonymity.
The update is part of a larger trend within Apple’s ecosystem, which already includes features like App Tracking Transparency, Intelligent Tracking Prevention, and Mail Privacy Protection. Combined, these tools aim to minimize third-party tracking and increase user awareness around data access.
iOS 26 is currently available in developer beta, with a public beta expected in early August. The official rollout is scheduled for September 2025, coinciding with the release of Apple’s next iPhone lineup. The new privacy features will be available to users of the iPhone 12 and newer models.
Apple’s continued emphasis on privacy comes amid growing public concern and global regulatory pressure regarding data protection and user rights. By defaulting to enhanced fingerprinting protection, the company reinforces its position as a pioneer in consumer privacy.
