But Apple didn't shout quite so loud about an enhancement to its new mobile operating system, iOS 6, which also occurred in September: The company has started tracking users so that advertisers can target them again, through a new tracking technology called IFA or IDFA.

Previously, Apple had all but disabled tracking of iPhone users by advertisers when it stopped app developers from utilizing Apple mobile device data via UDID, the unique, permanent, non-deletable serial number that previously identified every Apple device.