So, it turns out Uber was openly disregarding Apple store guidelines and secretly tracking iPhones even when the user deleted the app. This prompted Apple CEO Tim Cook to take on Uber CEO Travis Kalanick saying, "Stop the trickery or Uber's App would be kicked out of App Store."
In late 2014, Kalanick asked his engineers to develop a way to identify specific iPhones even when individuals deleted the Uber app from their devices. This is a strict violation of Apple, a company that takes its customers' privacy very seriously. And when Apple engineers got wind of this trickery, they took the issue rather seriously. However, Uber has a theory behind its tracking - something that sounds very logical.
According to a statement to Engadget, Uber said: This is a typical way to prevent fraudsters from loading Uber onto a stolen phone, putting in a stolen credit card, taking an expensive ride and then wiping the phone—over and over again. Similar techniques are also used for detecting and blocking suspicious logins to protect our users’ accounts. Being able to recognize known bad actors when they try to get back onto our network is an important security measure for both Uber and our users.
However, Apple is not convinced and feels Uber has broken some rules there and its actions were deceitful. Even the CEO, Kalanick's image is not very clean. Known as a person who would not mind bending rules to win, he has been making some headlines for all the wrong reasons.