Apple is asking people to opt into their “Personalized Ads” in iOS 15
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Seems to me that Apple should be dogfooding their own dialog here.
When other companies do it, Apple uses pejorative (“tracking”) language, but when Apple does it, the the language is positive (“personalize”).
I think, in their mind, the difference is that they are using tour interaction on the device to display personalized content, rather than sending Apple identifiers and information to track you off your device.