Apple’s WWDC 2019 was full of announcements, but few of them garnered as big a cheer from the crowd as when Sign in with Apple was introduced. The feature, which lets people use their Apple IDs to sign up for sites and services on the web, is being touted as a privacy-oriented alternative to Login with Facebook and Sign in with Google.

“We’ve all seen buttons like this, asking us to use a social account login to get a more personalized experience with an app, and these logins can be used to track you,” Craig Federighi, Apple’s senior vice president of software engineering, said on Monday during the keynote. “We wanted to solve this, and many developers do too, and so now we have the solution.”

That solution, according to Federighi, is Sign in with Apple, which he says will limit the amount of private information apps can get from people using its iOS and macOS devices. Although sites and apps will still be able to request your email address, Sign in with Apple will give you the option to hide it.

And here’s the kicker: If you do decide not to share that information, Apple will generate a unique, random email address that can forward messages from those services directly to your main inbox. This is going to keep sites and apps from knowing your real email address, and Apple says it won’t use its sign-in tool to track any of your internet activity — which the company says is what Google and Facebook can do with their login buttons.

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