As tweeted by Swiss programmer Frederic Jacobs on Sunday, iOS 8 will randomize a device’s MAC address while scanning for available Wi-Fi networks. Companies are currently able to use device-specific MAC addresses to
track the location of devices — for instance, MAC addresses allow retailers to recognize if a customer has been in the store before, though further personal information is not disclosed.
A randomized MAC address would render such data useless to retailers. While Apple would seemingly be preventing marketers from being able to track devices, the move would likely put pressure on retailers to use iBeacon, Apple’s own indoor proximity system that could provide the same data to retailers. [via Quartz]