The armistice is not ready to be signed between Apple and Facebook. The apple brand has indeed unveiled new information on its “App Tracking Transparency” feature, and intends to deploy it despite Facebook’s protests. With this feature, when opening an application on iPhone and iPad, users can choose not to provide their personal data to the latter.
In a new report, Apple has given the timetable for the deployment of its new tool, the main purpose of which is to give users the choice to be ” trackes Or not by third-party applications.
Announced during la WWDC 2020, this feature was initially due to arrive at the same time as the iOS 14 update in September 2020. The Cupertino company has however delayed its release for 2021 so that developers have time to prepare for it.
App Tracking Transparency is coming soon, and Facebook’s many criticisms of it haven’t made Apple go back. When opening an application on their iPhone or iPad, users can choose not to provide their personal data to the latter.
Tim Cook, Apple’s PGD, did not mince his words when criticizing Facebook’s business model without ever citing it by name: ” If a business was built on fooling its users, exploiting data, making choices that aren’t choices at all, then it doesn’t deserve our praise – it deserves reform. It is high time to stop pretending that this approach does not come at the cost of polarization, loss of confidence, and yes, violence. We can’t let a social dilemma turn into a social disaster ».
Facebook fears the consequences of this tool on its income
Since the announcement of the App Tracking Transparency, Facebook has continued to criticize the feature. Mark Zuckerberg’s firm says it will damage the advertising world and is defending small businesses that will no longer have the means to use targeted advertising because of it. The social network went so far as to attack Apple through the press. This has also left some of its employees doubtful.
« Apple has every interest in using its dominant position on the platform to interfere with the functioning of our applications and other applications, which it regularly does to favor its own. It has an impact on the growth of millions of businesses around the world ”Said Mark Zuckerberg.
Facebook fears repercussions of App Tracking Transparency on its business and revenues; although the social network has just signed a record quarter, it fears for 2021, since the functionality goes directly against its economic model. Facebook is not far from preparing a complaint against Apple for anti-competitive practices.
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