iOS 8 feature is set to score a major win for privacy. When iOS 8 devices look for a connection, they randomize MAC address, effectively disguising any trace of the real device until it decides to connect to a network.
Any phone using iOS 8 will be invisible to the process of location sensing and data mining
Retailers are using customer cell data (by a term called WI/FI sniffing), inventory and in-store video to build “super” profiles. And as a result trickier and more complex marketing algorithms are being generated. In affect they are finding better ways to rob your money.
But score a privacy win for Apple and a loss for data marketing!
Apple’s embrace of MAC spoofing, the practice of Wi-Fi sniffing may stop working entirely. With more than one in three US smartphones running iOS, and a notoriously fast adoption cycle for new operating systems, any data collected is likely to leave out a huge sector of the population.
The questions is: Will big retailers allow this happen? Will Apple be forced by the government to solidify the MAC address?
Time will tell.