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Craig Federighi, senior VP of software engineering at Apple, told a standing-room pack with almost 6,000 software developers at the Worldwide Developers Conference of Apple in Silicon Valley, stated that as the "like" buttons and the "comment" fields on Facebook can be utilized to track the subscriber, so this year Apple is shutting those down.

Following this, Tim Cook, Chief Executive at Apple, previously described Facebook's practices as being an "invasion of privacy" because of Facebook "keeping watch over people in ways the might not be aware of", according to the BBC. With Downtime enabled, users can't receive notifications and won't be able to use any apps unless they designate them as Always Allowed, which overrides Downtime. "We integrated the ability to share in the operating system, make it simple to share a photo and that sort of thing". Once they download the OS, users will have access to a new section called Screen Time, which contains several features created to help them better understand and manage how they use their devices. He said that the idea to do something like this "is so foreign" to Apple.

Facebook of course depends heavily on advertising revenues (assisted by tracking tools) to fund its free service, but Apple's decision means it is no longer willing to allow its platforms to be used in this way.

Apple's "Intelligent Tracking Prevention" in Safari's web browser will help block social media "like" or "share" buttons, as well as comment widgets from tracking users without permission.

The prompt also has been created in a way that makes it clear to users that they are being tracked by websites like Facebook. Safari will also prevents advertisers from collecting characteristics specific to each user's mobile device so they can't identify your device and retarget ads to users.

The feature, "Screen Time", is account-based and works across all of a child's iOS devices.

Our phones are the most used gadgets that we have around and we have a tendency to use apps for an extended amount of time.

Apple and Facebook have of course clashed previously.

With it, iPhones users can see how much time they're spending on their phones and for what.

Apple also intends another major addition for iOS 12, called "Time Limit".

"The things mentioned in the Times article about relationship status, all these kinds of things, is so foreign to us, and not data that we have ever received at all or requested - zero", Cook told NPR.