Apple started rejecting apps that access UDID
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Apple has started to reject applications that access UDIDs, or identification numbers that are unique for every iPhone or iPad, because of extra scrutiny from Congress around privacy issues. They have already given the developers a head-up about the change around six months ago in some iOS documentation.
UDID is an alphanumeric string which is unique for all Apple devices. It is generally used by mobile ad networks, game networks, analytic providers, developers and applications testing systems. The mobile ad networks use these ID numbers to confirm themselves for advertising better targeted customers. They can also track consumers from application to application to understand more about ads they respond to and also figuring out about the most used applications.
Apple has now decided to move ahead with this issue, might be for the pressure from lawmakers and the media. However, the whole process might take a time of more than a year for the developers to adjust and change their applications. According to some developers, as they have reported techchurch that Apple had reached out and warned them to keep the UDIDs aside of their applications.
There always has been a great risk to privacy from these UDIDs. They are even much more sensitive than cookies on the web as they cannot be deleted. Apple has under pressure from lawmakers in the last week about how applications can share consumer data without knowledge. Two of US House representatives have also sent letters to 34 iOS developers a few days ago to inquire about how they collect and use consumer data.
Some developers are trying to be proactive and have already moved to an alternative scheme. According to Andy Yang, Playhaven CEO, a developer monetizing company for more than 1200 games across iOS and Android, this is going to make its impact on all ad networks and applications using advertising.
It also seems like most of the developers are trying to figure out what will be used instead of UDID for all the applications that are currently using it.