Apple needs to take fertility tracking more seriously
 

Fertility apps have always been sketchy. As I’ve experienced it, it’s a Faustian bargain of sorts: Take your chances on one of many options in your app store, and pick the one with the best reviews, or maybe the simplest interface. You’ll sign up feeling unsure of what to make of the opaque data policy, and then you’ll bear with the ensuing deluge of targeted ads – all in exchange for an accurate prediction of when you’re most likely to conceive. Judging by those ads for maternity clothes and organic cotton onesies, someone somewhere knows I’m either trying to conceive or have already given birth, even if they can’t decide which. I don’t like it, but I put up with it.

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