FastCompany:

Privacy has been one of Apple’s core messages over the last few years, especially as it’s positioned itself in stark contrast against major rivals like Google and Amazon. While the new anti-tracking feature may not have a direct impact on those companies’ bottom lines–the fine details of Apple’s implementation of its privacy protection feature seems to differentiate between first-party sites that you visit and third-party tracking networks–Apple is still drawing a strategic line in the sand.

Companies such as Google, Amazon, and even Facebook want to know everything about you, and then use that information to present you with ads for products that you might like to buy–good or bad, those are their business models. Apple, on the other hand, is focused on selling hardware to consumers, and it’s less interested in monetizing where you go and what you do afterwards.

Apple is in a unique position because of their stance on privacy and their business model.