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Apple and Facebook have been engaged in a public dispute in recent months as Apple seeks to tighten its data protection with the ATT feature - App Tracking Transparency. Now Facebook is planning to strike back.
There have long been tensions between Apple and Facebook. But the planned app tracking transparency has fueled the whole thing even more. For those who missed the topic, here is a summary:
App Tracking Transparency is a new iOS 14 feature that requires apps to ask for users' permission before tracking them across other apps and websites. In Settings, users can also see which apps have requested permission to track, so they can make changes if they see fit. Once this requirement goes into effect, users will, for example, see a pop-up when they open the Facebook app. This message states that Facebook wants to track the user across other apps and websites.
There will be two options that users can choose from: "Do not track" or "Allow". If a user opts out of tracking, Apple will prevent the developer of the respective app from accessing the user's advertising identifier. The developer is also obliged to respect the user's tracking preference in general, which means that they cannot use other methods to track the user. Otherwise, the app could be removed from the App Store
Zuckerberg: Cook's statement was "extremely superficial"
While the war between the tech giants has remained largely professional, Mark Zuckerberg and Tim Cook have also launched a barrage of attacks against each other. During a 2018 interview, amid Facebook's infamous Cambridge Analytica scandal, Cook was asked how he would lead Apple if it faced a similar crisis. Cook responded by ruling out the hypothetical situation, saying that Apple will not find itself in the position Facebook found itself in, thanks to their differing stances on privacy and user data. Zuckerberg fired back, calling Cook's televised comments "extremely shallow" and "not at all focused on the truth."
Zuckerberg, outraged by Cook's comments and his public impact on Facebook's reputation, reportedly told internal aides and team members that Facebook needed to "inflict pain" on Apple, according to sources who spoke to the Wall Street Journal anonymously. During the last quarterly earnings release, Zuckerberg called Apple an increasing threat to Facebook and accused the Cupertino tech giant of using its platforms to interfere with the way Facebook operates its own apps.
Apple: Users should decide for themselves
The day after the public statements reacted Cook indirectly addressed Facebook's concerns in a speech during the Computers, Privacy and Data Protection conference, in which he condemned Facebook and suggested that its business model of maximizing engagement breeds division and violence. During that speech, Cook cited Facebook's possible role in the January 6 Capitol riots, accusing the social media company's algorithms of fueling conspiracy theories. In December, Facebook ran ads to attack Apple's upcoming ATT—App Tracking Transparency—requirement. Facebook is attacking Apple on the basis that ATT will hurt small businesses that rely on personalized advertising derived from effective tracking. Cook responded directly on Twitter, explaining that Apple simply wants to give users the choice of whether or not they want to be tracked.
Facebook: “Apple doesn’t want to protect privacy, it wants to increase profits”
Despite the personal jabs and attacks, Facebook spokeswoman Dani Lever dismissed speculation that the tensions between the two companies were personal in a statement to the Wall Street Journal. Lever instead stated that the issue is "about the future of the free internet." Facebook claims that Apple's ATT feature is the wrong approach. The company believes it can offer ad tracking while protecting user privacy. The spokeswoman reiterated previous statements from Facebook stating that Apple's privacy features are not designed to protect user privacy but are instead about increasing profits, and that Facebook will join others in highlighting Apple's "self-centered, anti-competitive behavior." Apple itself declined to comment on this report.
Facebook plans antitrust lawsuit against Apple
In the meantime, Facebook Report to plan a comprehensive antitrust lawsuit against Apple. The focus will be on iMessage and the new ATT feature. As part of its lawsuit, Facebook is considering entering into a partnership with other companies such as Epic Games. Epic Games itself is already involved in a massive legal dispute with Apple. However, the planned lawsuit could be thrown out, as insiders have already reported. The ATT feature will be introduced in iOS 14.5 and iPadOS 14.5 in the spring. If you want to learn more about how Apple's latest feature works, you can find further details below. (Image: Apple)
