Apple is definitely the perfect culprit for Meta/Facebook. The social media giant has just announced a massive hiring freeze that should affect “almost all the teams in the company”. David Wehnerthe CFO of Meta (chief financial officer), puts Apple at the top of the reasons which led to this major strategic decision, even ahead of the war in Ukraine,“the general macroeconomic environment” and the end of the pandemic: “We are facing headwinds, including slower-than-expected revenue growth at the start of the year. This is due to a number of factors, including data loss due to iOS changes, business challenges resulting from the war in Ukraine, and the general macroeconomic environment. Moreover […] as pandemic-related restrictions have been lifted, more and more people are spending time offline and returning to pre-pandemic spending habits.”
L’App Tracking Transparency (ATT) of iOS would therefore be the main cause of Meta’s financial difficulties… and that may be true. Mark Zuckerberg’s company would indeed lose several billion dollars each year following the implementation of the ATT, the system being mandatory in “data harvester” apps since April 2021.
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