The Mozilla Foundation calls on Apple to add a feature to iOS that rotates the tracking ID every month.

There is a unique ID on each iPhone right now that allows advertisers to track the ads you click on, the videos you play, and the apps you install.

You can turn this identifier off, but most people don’t know that feature exists, let alone that they should turn it off.

That’s why Mozilla is asking Apple to change the unique IDs that advertisers use to track us on each iPhone, every month.

"That means we could still get relevant ads – but there’s a real cap that makes it harder for companies to build profiles of us over time," Mozilla explains.