Facebook has bucked under Appleâ€™s new constraints, as the company thinks that the restrictions will make it impossible to build personalized services and open the ecosystem to third parties that also want build services. Facebook says that it will hurt millions of small businesses.
Apple CEO Tim Cook and Facebook CEO Mark Zuckerberg have been in a heated war of words, and possible litigation, over the competing visions of the internet. Apple has made a number of changes to its device software and Safari web browser to limit internet tracking. Last year, Apple put out privacy â€œnutrition labelsâ€� in the App Store, which showed more clearly all the ways any given app requests user data including location, web browsing, photos, microphone access and more. The transparency move spooked developers who worried that the stark reminders about tracking would turn off consumers.
Developers of all stripes fear similar reactions when consumers start seeing Appleâ€™s new privacy notice, which will ask users to consent to sharing data with the apps. Last month, Bumble, the dating app, filed for an initial public offering and warned potential investors that new privacy rules from Apple could turn off consumers. Bumble warned the opt-in rate, the number of users who consent to tracking, could reach only 20%, and possibly 0%.
Those concerns are why Facebook is trying to craft its own message to convince its users of the benefits of its programs. Apple has said it would work with developers in ways that allow them to present their value to users, which could help drive up the opt-in rates.
If consumers block tracking en masse, it will change how ads are able to be targeted effectively and how advertisers measure the performance of ads. The entire industry is concerned about the disruption. At the same time, there is a privacy movement underway, where consumers and lawmakers are demanding more accountability over how data is protected online.
Apple has not given too much guidance, though, on its rules for customized messages, like the one Facebook unveiled on Monday. But Facebook clearly thinks it falls within Appleâ€™s guidelines. â€œWe feel that people deserve the additional context, and Apple hasÂ saidÂ that providing education is allowed,â€� Facebook said.
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