Unlike other digital giants, like Facebook or Google, Apple does not generate the majority of its revenue through advertising. Also, in recent years, the Cupertino company has positioned itself as a defender of the right to online privacy.
With each version of iOS, it offers new features designed to help users take control over the processing of their personal data by apps or websites. For example, with iOS 14, the Apple brand plans to introduce a new rule that will require app developers to seek user consent before using IDFA.
For those who are unfamiliar with this identifier, also Identifier for Advertisers, this is information that can be used by developers to track user activities on different applications, in order to improve targeting of personalized advertisements. And soon, every application using IDFA will have to ask for user permission before accessing that ID.
Moreover, this feature should have been launched in 2020. But to give more time to the players concerned to prepare, the Cupertino company has decided to postpone this launch to 2021.
In any case, despite criticism from Facebook, which points to the impact this measure will have on small businesses, Apple does not intend to turn back. Recently, we learned that this new iOS feature against mobile trackers will be available in early spring.
Facebook will post its own message, more favorable to personalized advertising
While waiting for this deployment, Facebook is also preparing its counterattack. In an update on his blog, the number one social media outlet says he intends to comply with the new rule, displaying Apple’s prompt. However, the company intends to add additional information, via another permission request that will be made on its apps.
“As we shared in December, we don’t agree with Apple’s approach, but we will show its prompt in order to ensure the stability of the businesses and people who use our services. Apple’s new prompt suggests there’s a trade-off between personalized advertising and privacy; when in fact we can and do both. Apple’s prompt also does not provide context on the benefits of personalized advertising ”, we read in the Facebook post.
“To help people make a more informed decision, we’re also displaying our own screen, as well as Apple’s. It will provide more information on how we use personalized ads, which support small businesses and keep apps free. If you accept the prompts for Facebook and Instagram, the ads you see on those apps won’t change. If you decline, you will still see ads, but they will be less relevant to you ”, adds the company.
Towards a Facebook antitrust complaint against Apple?
Currently, Facebook sees Apple as a competitor. Indeed, in addition to offering the iPhone and the iOS operating system, the Cupertino company also has a messaging service which is a direct competitor of WhatsApp and Facebook Messenger.
Recently, while presenting Facebook’s financial results, Mark Zuckerberg said: “Apple has every interest in using its dominant position on the platform to interfere with the operation of our apps and other apps, which they do on a regular basis. They say they are doing this to help people, but the actions clearly follow their competitive interests. “
And currently, rumors suggest that Facebook may file an antitrust complaint against Apple.
By: Facebook, Inc.