90 Kellogg Insight of privacy is what Apple might do. Apple has lots of control over the infor - mation passed to advertisers on iPhones or in Apple apps. Companies that collect cookie data normally see all of people’s movements across the web, which allows for increased targeting and optimization. But Apple may want to break up the link between people seeing an ad and people buying something. This is already part of an experimental fea - ture in Safari, and they are in the early stages of proposing it through the W3C, which develops standards for the web. Apple can do this because they don’t currently rely on ads for a big part of their business. So in some ways, anything that they do to make it harder for the rest of the ad ecosystem to operate is probably a win for them. Based on insights from Brett Gordon Featured Faculty Brett Gordon , Associate Professor of Marketing at Kellogg Related Resources Read: Is Your Digital-Advertising Campaign Working? Quiz: How Well Do You Understand Digital Advertising?