> Apple says in the coming weeks, it will update its iOS software for iPhones to require apps to get explicit consent to track what people are doing on their phones for the purposes of sharing it with third-parties.

That's all they are doing. They aren't preventing companies from tracking users in this way. They are just requiring them to get permission.

Says a lot about Facebook's business model that this is a cause for "all-out war," and that they'd rather try to stop the feature than convince their users to enable it. I guess they know that at the end of they day if they can't do this behind their users' backs, they probably aren't going to be able to do it at all.