Advertising and iOS, Facebook denounces Apple?

Advertising and iOS, Facebook denounces Apple?
The clash between the two companies could move to the next level. Facebook allegedly prepared a complaint to the antitrust authority against Apple. At the heart of the matter would be the abuse of Apple's dominant position in the distribution of iOS apps and the recent feature that requires developers to ask users for consent to track data.

Facebook vs Apple : advertising and privacy

During a conference call with analysts, Zuckerberg pointed out that Apple is now Facebook's main competitor. With iOS 14 it is possible to change the default apps for email and navigation (browser), but it is not possible to replace iMessage with Messenger or WhatsApp. This puts Apple in an advantageous position, considering that iMessage is pre-installed on every iPhone.

Facebook believes that Apple's preferential treatment of its apps is unfair, while applying more restrictive rules to third-party apps. The tension between the two companies has recently increased following the introduction of the ATT (App Tracking Transparency) feature in iOS 14, whereby developers must ask users for explicit consent to data tracking and indicate on the app page on the store what is collected. The feature will be activated in the next operating system beta.

Obviously this will have a negative impact on Facebook's profits, almost entirely from the advertisements. Apple says instead that users' privacy must be respected, leaving control of the data in their hands. Tim Cook mentioned the topic during his speech at the CPDP (Computers, Privacy & Data Protection) conference. Without directly mentioning Facebook, the CEO stated that

If we accept as normal that everything in our life can be aggregated and sold, then we lose a lot more of the data. We lose the freedom of being human [...] If a business is based on the deception of users, on the exploitation of data, on choices that are not choices at all, it does not deserve our praise. It deserves contempt […] Privacy and security must always come first because no one has to trade the rights of their users to offer a great product.

Source: The New York Times

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