Apple’s iOS 8 will hide the device’s unique identifier called a media access control (MAC) address. Retailers will gather the data, so marketers can examine logs to gather useful information. The next major version of Apple’s mobile operating system will hide MAC addresses. The MAC address is sometimes used to track people in retail stores and other locations. Another privacy feature being added to iOS 8 is to make DuckDuckGo the default search engine in Safari browser in the Safari browser. Device manufacturers in general will likely add more privacy features in time to appease customers.”]
Source: https://www.csoonline.com/article/2362041/how-apple-ios-8-eases-some-privacy-concerns.html