Apple's App 'Privacy Labels' Are Here-and They're a Big Step Forward

Apple's App 'Privacy Labels' Are Here-and They're a Big Step Forward

At the time Facebook complained that the changes would hurt businesses' ability to personalize ads.

Full page ads in newspapers and a press conference featuring heartrending stories from small business owners saying they would not have got through the pandemic without using Facebook's targeted ads - the social media giant obviously means business in its battle with Apple. Instead, the company couched its opposition as a bold stance in favor of "small businesses everywhere".

"Apple controls an entire ecosystem from device to app store and apps, and uses this power to harm developers and consumers, as well as large platforms like Facebook", he said.

With iOS 14 Apple is pressing hard on privacy and user data and these features are the step in that direction.

Of course, Facebook is aware that probably few people would feel sorry for the company having less access to their data, which is why it's positioning its ads as standing up for small businesses.

At the crux of the issue is changes to Apple's iOS 14 that will require users to give permission in order for apps to track them for advertising purposes.

"Yes, there will be an impact to Facebook's diversified ads business, but it will be much less than what will befall small businesses", Mr Levy wrote.

Users will be able to deny or approve it with a click of a button under the changes. Two months later, Facebook warned in a blog post that the change would "hurt many of our developers and publishers at an already hard time".

Facebook and Apple have also clashed over commission fees the iPhone maker charges apps listed on iOS devices, with Facebook again suggesting that its policies align itself with those small developers most affected by the policy. While Facebook is taking the small business angle, what's effectively being stated here is: Apple's change messes with Facebook's business model, to the point where it's potentially broken if millions of iOS users don't allow data collection and tracking.

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