Apple will soon make a change for users’ iPhones that will ask users if they consent to their data being shared for advertisers before it is. For Facebook, this is a huge change as much of their profit is from targeted & personalized advertisements through its established advertisement network. Apple has argued that its stance is justified because it is promoting user privacy and data safety. However, Facebook is now arguing that this change is also negative to small businesses that rely on these personalized advertisements to reach the right customers that will help them expand.
Apple’s future iOS update will require users to consent to apps collecting their personal information. Apple has released an official statement regarding the matter, saying that:
|“We believe that this is a simple matter of standing up for our users. Users should know when their data is being collected and shared across other apps and websites – and they should have the choice to allow that or not. App Tracking Transparency in iOS 14 does not require Facebook to change its approach to tracking users and creating targeted advertising, it simply requires they give users a choice.”Apple|
Essentially, Apple’s argument is centered around prioritizing users’ privacy, which is a stance they have adamantly held for many years and throughout their lifetime. Additionally, the information prompt still allows the user to consent to being targeted for ads, which will be ae minority, but nevertheless is still an option, meaning that the option is still there for Facebook.
Facebook has already ran anti-Apple ads, in newspapers, websites, and blog posts. In their statements, Facebook claims that Apple’s new change is centered around profit and not actually the privacy of the user.
Facebook’s argument is based on small businesses suffering major losses from this change, especially while they are in a pandemic so targeted ads lead to much of their user base. Additionally, Facebook has made the argument that users could now be charged for services that were initially free because they were funded by advertisements. Facebook has also released statements saying that they are financially secure if Apple makes these changes, but they are standing up for small businesses.