Apple Explicitly Targets Fb In Privateness Announcement

In its new privacy notice for the ATT (app) of iOS 14, Apple is expressly targeting Facebook … [+] Tracking transparency).

John Koetsier

We know that Apple’s new privacy policy for iOS 14 has been in effect since summer 2020. Most recently, Apple demanded “data protection nutrition labels” from all apps, which most apps comply with. Next up is the full implementation of ATT: App Tracking Transparency, which Apple says will be available in the next beta update of iOS, the company’s mobile operating system for iPhone and iPad.

Right in the crosshairs?

Facebook.

The social company’s name isn’t even mentioned in Apple’s latest announcement, but the app that Apple chose to appear on the privacy install pop-up screen for the new app is none other than Facebook’s.

The new app tracking transparency screen introduced by Apple in its latest post on its privacy announcement.

Apple

This is not a coincidence.

In December last year, Facebook recently launched a major media backlash against Apple’s privacy policy in advertisements in the New York Times, Wall Street Journal, and other major newspapers. Apple’s changes would hurt small businesses. And of course massive social media giants.

Part of Apple’s answer?

Highlighting the role of Facebook in the information economy and the rise of surveillance capitalism.

Of course, the changes in iOS 14, including ATT, aren’t just targeting Facebook, Google, or any of the major advertising platforms. They generally aim to ensure that users can decide what data advertisers and advertising networks can access and how those players can use that data. The reality is that there is an economic cost to this as the modern digital economy relies to some extent on hyper-targeting to bring brands, products and consumers together.

Facebook’s advertising campaign was selfish: there is no doubt about it.

But it doesn’t get their arguments wrong.

MORE FROM FORBESThe Apple privacy change could cost Facebook and Google $ 25 billion over the next 12 monthsBy John Koetsier

“I rely on retargeting for my consulting business,” Sasha Souza, who leads creative consulting, told me recently on Facebook. “When they lose that much, imagine how much those of us with small businesses are going to lose if we are unable to get people who showed interest, but for some reason it wasn’t at that moment right.”

The downside of the equation is that data trafficking has done great harm to our society. Cambridge Analytica was just one example, and the social dilemma highlighted more.

Apple’s stake in the ground puts people in control of their privacy.

“When we accept as normal and inevitable that everything in our life can be aggregated and sold, we lose so much more than data, we lose the freedom to be human,” said Tim Cook, Apple’s CEO, today on an EU -Data protection conference. “Yet this is a hopeful new season, a time of reflection and reform.”

It is hard to argue that this is not a net positive result for the planet. Advertisers and marketers only need to find privacy-safe and compliant ways to get in touch with customers. And huge internet platforms that rely on advertising revenue need to rethink their business operations.

That could cost them a lot, with some estimates running at $ 25 billion over the next 12 months.

Mark Zuckerberg, CEO of Facebook, doesn’t accept any of these changes.

“Apple may say they are doing this to help people, but the moves are clearly in the interests of their competitors,” he said in yesterday’s quarterly announcement with investors. “We and others will compete against it for the foreseeable future.”

And according to The Information, Facebook is preparing an antitrust lawsuit against Apple.

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