Why is Fb launching an all-out struggle on Apple’s upcoming iPhone replace? : NPR

Facebook is pushing for new Apple data protection regulations for its mobile devices. This time around, the social media giant is advocating for small businesses in television and radio advertising as well as full-page newspaper ads. Eric Risberg / AP Hide caption

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Eric Risberg / AP

Facebook is pushing for new Apple data protection regulations for its mobile devices. This time around, the social media giant is advocating for small businesses in television and radio advertising as well as full-page newspaper ads.

Eric Risberg / AP

A fierce battle is waged between rivals Facebook and Apple.

The showdown focuses on the iPhone data of millions and shows an important battle for the future as iPhone habits are being tracked by third parties.

Facebook further escalated its PR attack on Apple on Wednesday by revealing a video voiced by Grace Jones that aims to spark public favor in its war against Apple.

Tim Cook, Apple’s CEO, continues to take barely veiled pictures on Facebook and tweeted last month about the need for better control over privacy, “from protecting your health and financial data to protecting against algorithms that perpetuate rampant misinformation. We need transparency and Reforms. ”

What will happen?

According to Apple, the company will update its iOS software for iPhones in the coming weeks, for which apps require explicit consent in order to keep track of what people do on their phones in order to share them with third parties.

This type of tracking – including how which apps are used, how long which websites are visited, data on a user’s location – is used by advertisers to create hyper-targeted, personalized advertising.

According to Apple, the average app has at least six trackers that discreetly collect user data.

Some apps, like Facebook, allow data tracking to be turned off manually. However, it is activated by default. It provides tons of personal data about who we are and what we do to be vacuumed, packaged and sold for a profit.

Beginning this spring, Apple will require apps to send out a push alert letting users choose either “Don’t track app” or “Allow”.

With this, Apple starts its latest volley against Facebook, which has responded to the data protection update.

We believe that users should have a choice about what data is collected about them and how it is used. Facebook can continue to track users across apps and websites as before. For the app tracking transparency in iOS 14, all you have to do is ask for your permission first. pic.twitter.com/UnnAONZ61I

– Tim Cook (@tim_cook) December 17, 2020

Why is Facebook rejecting Apple’s update?

While Apple CEO Tim Cook said it was about giving people more control over data collection practices that he views as intrusive, Facebook officials argue that Apple is acting out of self-interest.

According to Facebook, Apple is trying to switch to subscription models for free apps, which often do extensive data tracking to deliver a feed to advertisers. Apple collects 30% fewer in-app purchases through its App Store, a controversial criticism from the commission known as the “Apple Tax”.

In an interview with NPR, Facebook’s director of privacy and public order, Steve Satterfield, said Apple’s upcoming warning is an attempt to undercut the business model of Facebook and other ad-supported free apps.

“That discouragement will have a real impact on the Internet as we know it, which will increasingly lead to a paid experience, which in turn will benefit Apple’s bottom line,” said Satterfield.

Facebook also launched a website and ran full-page ads in newspapers, in addition to a recent TV and radio ad print to find out how many small business owners depend on targeted ads.

Like Monique Wilsondebriano. She owns the Charleston Gourmet Burger Company in South Carolina.

When her business started, she couldn’t afford TV or radio commercials, but she was able to generate interest on Facebook.

“Ninety percent of our customers find us because of Facebook, because of these personalized ads. So if something interferes with that, it will be a problem,” she told NPR.

That perspective was so important to Facebook that officials invited Wilsondebriano and other small business owners to speak at a company press conference.

However, privacy advocates and other prominent Facebook critics have expressed doubts as to whether the change will actually have a significant impact on small businesses as well as profits at Facebook, which generates around 98% of its advertising revenue.

A recent study by the TapResearch group found that 55 percent of respondents said Facebook wouldn’t track them across apps if asked to.

Some analysts predict that Apple’s update could result in a 7% drop in Facebook’s earnings.

Why is the Zuckerberg-Cook feud all about something?

In a statement at a technology and data protection conference in Brussels at the end of January, Apple’s Cook underlined the company’s emphasis on data protection.

“It seems that no information is too private or too personal to be monitored, monetized and summarized into a 360-degree view of your life,” Cook said.

Cook never mentioned Facebook by name, but when discussing the business model of a tech company running amok, his goal was clear.

“In a moment of rampant disinformation and conspiracy theories being juiced up by algorithms, we can no longer turn a blind eye to a technology theory that says that any engagement is a good engagement,” Cook said a few weeks after the January 6th siege Capitol.

The Zuckerberg-Cook feud was a longstanding clash of personalities.

In 2018, Zuckerberg condemned Cook’s comments criticizing Facebook for making users a product as “extremely indescribable” and “not at all in line with the truth”.

According to the Wall Street Journal, Zuckerberg said privately to his team at the time of Cook’s pushes against Facebook: “We have to inflict pain.”

Facebook and Apple: Opposing ways to make money sparked the conflict

The two giants of Silicon Valley, the way businesses make money and the way people view the Internet, are in direct conflict.

Zuckerberg has long said that the only way to build a social network that connects billions of people is for the platform to be free to use and advertised. It is often said that when a technical service is “free”, users pay heavily with their data. This is also the case with Facebook, which uses granular behavior tracking to create its own profile of its users and also sells data to third parties such as data brokers and advertisers at a lucrative rate.

Cook is now mainly active in the hardware business. Apple makes most of its money selling iPhones, iPads, and laptops. While Apple has apps for products that have a fair share of data mining, Apple claims not to sell that data to third parties. Apple’s upcoming software update that provoked Facebook is part of its privacy image.

It goes without saying, Cook, that the message proved particularly resonant at a time when federal agencies and lawmakers are curbing the power of big tech while other Silicon Valley critics receive bipartisan support to fight back against the excesses of the industry .

“We have an application like Facebook that is really aimed at collecting data and harnessing the value of that data.” said Jordan Fischer, a law professor at Drexel University who pursues privacy issues. “And then we have Apple, which is almost going to be this gatekeeper for applications and saying we are going to have a certain minimum level of privacy and they crash because they don’t necessarily have to work in the same world.”

Analyst Dan Ives said this Facebook-Apple series is setting the stage for a bigger battle over how tech companies are balancing privacy and data collection in the digital economy.

“I think Facebook is concerned that this is just a first step for Apple. What could happen in the next year or two if privacy and advertising campaigns are further restricted?” He said, “Apple knows that in this regulatory environment, the lack of flexibility around privacy will ultimately fall on their side.”

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