If Apple had its way, Uber – the ride-sharing service garnering lots of controversy at the moment – would have been removed from the App Store long ago. The reason? Apple was tired of Uber’s underhanded tactics to track iPhone users; the tech giant wanted to send a message to Uber CEO Travis Kalanick that things had to change.
As we all know, Uber wasn't pulled from the App Store since the threat alone proved enough for Kalanick to reverse Uber’s tracking policies. But it wasn’t until Apple CEO Tim Cook personally explained the gravity of the situation that things began to change.
Revealed as part of an in-depth look at Kalanick’s success tactics, the New York Times revealed not just his meeting with Cook, but also how Uber tried to pull a fast one on Apple. It appears that, in an attempt to ensure it could always safely identify users, even after they'd deleted the Uber app from their phone, Uber was secretly tagging iPhones – a policy that violates Apple’s privacy guidelines.