Uber has been in the headlines over the past few months for reports about its toxic culture and a leaked video that showed company CEO Travis Kalanick talking down to a driver. The latest turmoil comes from a New York Times report, which reveals Uber broke Apple's App Store rules with some questionable practices.

According the New York Times, Uber found a way of "identifying and tagging" iPhones even after the app had been deleted and the phone reset. The practice is called "fingerprinting," and it violates Apple's privacy guidelines.

The car-hailing company was also actively trying to hide the practice from Apple by geofencing its Cupertino headquarters.

Don't mess with Apple

After discovering Uber's practices, Apple CEO Tim Cook held a meeting with Kalanick, where Cook revealed Apple knew what Uber was doing. He was very clear: Stop, or the Uber app will be kicked off the App Store. Kalanick had to relent or risk losing access to millions of customers.

According to reports, Kalanick was very shaken after the meeting with Cook, receiving the message loud and clear: Don't mess with Apple.

In a statement to The Verge, Uber denied allegations in the New York Times report, saying it doesn't individual users or their location.