Has Uber flouted consumer privacy expectations in a way that is "beyond the pale"? Such is the conclusion of an extensive New York Times profile of Uber CEO Travis Kalanick, which leads with a story about a reported meeting with Apple CEO Tim Cook in 2015. "For months," the article reads, "Mr. Kalanick had pulled a fast one on Apple by directing his employees to help camouflage the ride-hailing app from Apple’s engineers. The reason? So Apple would not find out that Uber had been secretly identifying and tagging iPhones even after its app had been deleted and the devices erased — a fraud detection maneuver that violated Apple’s privacy guidelines." Kalanick reportedly agreed to stop the practice only after Cook threatened to pull the Uber app from Apple's App Store. The incident, the article concludes, is indicative of Kalanick's leadership of Uber: "[A] pattern of repeatedly going too far."
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