Apple is reportedly rejecting apps that use cookie tracking, in what some are interpreting as an attempt by the company to push its in-house Advertising Identifier technology.

Citing industry sources, TechCrunch reported that the iPhone manufacturer's App Review team is denying permission to all applications that use the cooking tracking technique, which tracks mobile users more or less the same way that desktop cookies do - it saves data on users' browsing habits which can be later used by advertisers. Mobile cookie tracking was introduced as an alternative to the unique device identifier (UDID) tracking that used to intercept and store more user data than most average consumers were usually comfortable with, and which Apple banned in March 2012.

With this new approach taken by the Cupertino, California-based tech giant, iOS app developers are encouraged to revamp their apps to make them compatible with the company's Advertising Identifier tool, through which users' data is tracked using a "non-permanent, non-personal device identifier." Apple customers can opt out of the tracking technology through the "Limit Ad Tracking" settings available in iOS 6.

Apple has not offered any official response to the report that it is flatly rejecting apps that use cookie tracking.