Uber secretly identified and tagged iPhones even after its app had been deleted and the devices erased

The more we learn about Uber and its founder, Travis Kalanick, the less we like them. The NY Times reports on the ride company's sleazy tactics.

For months, Mr. Kalanick had pulled a fast one on Apple by directing his employees to help camouflage the ride-hailing app from Apples 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 Apples privacy guidelines.

But Apple was on to the deception, and when Mr. Kalanick arrived at the midafternoon meeting sporting his favorite pair of bright red sneakers and hot-pink socks, Mr. Cook was prepared. So, Ive heard youve been breaking some of our rules, Mr. Cook said in his calm, Southern tone. Stop the trickery, Mr. Cook then demanded, or Ubers app would be kicked out of Apples App Store.

For Mr. Kalanick, the moment was fraught with tension. If Ubers app was yanked from the App Store, it would lose access to millions of iPhone customers essentially destroying the ride-hailing companys business. So Mr. Kalanick acceded.