Smartphones are collecting vast amounts of personal data about users without their full knowledge or consent. This includes location data, unique device IDs, and other information that is often shared with mobile ad providers. However, surveys find that most users are surprised by what personal information some apps share. To address privacy and security issues and maintain user trust, developers need to create more transparent apps that are sensitive to privacy expectations, and policymakers should establish clearer guidelines around data collection and use. The goal should be developing technologies that balance connectivity, functionality and privacy in a way that benefits both individuals and society.