Facebook Says Apple's Upcoming Anti-Tracking Prompt is 'More About Profit Than Privacy' [Updated]

[MacRumors]

Facebook today in a blog post claimed that Apple's upcoming anti-tracking privacy-focused change in iOS 14 will have a "harmful impact on many small businesses that are struggling to stay afloat and on the free internet that we all rely on more than ever." Facebook has also launched a "Speak Up For Small Business" page.

"We disagree with Apple's approach and solution, yet we have no choice but to show Apple's prompt," said Facebook. "If we don't, they will block Facebook from the App Store, which would only further harm the people and businesses that rely on our services. We cannot take this risk on behalf of the millions of businesses who use our platform to grow."

A refresher on the situation: Starting early next year, Apple will require apps to get opt-in permission from users to collect their random advertising identifier, which advertisers use to deliver personalized ads and track how effective their campaigns were. This will occur in the form of a prompt that shows up when users open apps on iOS 14.

In a list of grievances, Facebook said Apple's anti-tracking change is "about profit, not privacy," claiming that small businesses will be forced to turn to subscriptions and other in-app payments for revenue, in turn benefitting Apple's bottom line. Facebook also accuses Apple of setting a double standard, claiming that the iPhone maker's own personalized ad platform is not subject to the upcoming iOS 14 policy:

1. They're creating a policy — enforced via iOS 14's AppTrackingTransparency — that's about profit, not privacy. It will force businesses to turn to subscriptions and other in-app payments for revenue, meaning Apple will profit and many free services will have to start charging or exit the market.

2. They're hurting small businesses and publishers who are already struggling in a pandemic. These changes will directly affect their ability to use their advertising budgets efficiently and effectively. Our studies show, without personalized ads powered by their own data, small businesses could see a cut of over 60% of website sales from ads. We don’t anticipate the proposed iOS 14 changes to cause a full loss of personalization but rather a move in that direction over the longer term.

3. They're not playing by their own rules. Apple's own personalized ad platform isn't subject to the new iOS 14 policy.

4. We disagree with Apple's approach, yet we have no choice but to issue their prompt. If we don’t, we'll face retaliation from Apple, which could only further harm the businesses we want to support. We can't take that risk.

Facebook tones down its language a bit further into the blog post, claiming that Apple's anti-tracking change is "more" about profit than privacy.

Facebook accuses Apple of making "far-reaching changes without input from the industry and the businesses most impacted" in an effort to push businesses and developers into a business model that benefits the company's bottom line. "The truth is, these moves are part of Apple's strategy to expand their fees and services business," said Facebook.

"We believe Apple is behaving anti-competitively by using their control of the App Store to benefit their bottom line at the expense of app developers and small businesses," said Facebook. "We continue to explore ways to address this concern."

As one course of action, Facebook is now showing its support for Fortnite maker Epic Games' antitrust lawsuit against Apple. Facebook said that it will be providing the court overseeing the case with information on how Apple's policies have adversely impacted Facebook and the people and businesses who rely on its platform.

In the meantime, Facebook has outlined steps that small businesses and other advertisers can take to prepare for Apple's anti-tracking change.

Update: In response to Facebook, Apple created a graphic explaining that Facebook can tell people people why they should allow tracking, and also provided a statement:

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.

We've covered Apple's response in more detail in a follow-up story.

Article Link: Facebook Says Apple's Upcoming Anti-Tracking Prompt is 'More About Profit Than Privacy' [Updated]

 

[FaustsHausUK]

Kindly: get bent, Facebook.

 

[redcaptrickster]

Something...something...glass houses...something...something...stones...

 

[thewhitehart]

"If we don't, they will block Facebook from the App Store...”

One can only dream. Facebook is a disease.

 

[trevorep]

I have a small business as a side job. When I post on Facebook from my business page Facebooks algorithms are setup so basically no one ever sees it, even if they have liked my page. They made this change a few years ago as a HUGE money grab. Don't even get me started on the way they treat small businesses on Instagram.

 

[Lemon Olive]

My only issue with any of it is the use of the term "track". This phrase has implications that are simply not true, so it over exaggerates the point. I also feel like, because people in general don't like advertising (despite the enormous amount of things its existence provides them on a daily basis), that this results in excessive support for anything that acts "against" advertising in anyway, even if it is not really good for them or others.

 

[julesme]

The fact that Facebook is desperate to prevent users from opting out of targeted tracking tells you everything you need to know about their business model.

There's nothing wrong with Apple pursuing its profit motive. The key distinction is how Apple and Facebook generate profit. Only one of these companies generates 99% of its profit from advertising. The other is a hardware company.

 

[yurc]

Why is Suckerberg is so persistent ? Maybe he afraid no longer able to play his favorite tune?

Credits :

Nitrozac & Snaggy

 

[Smearbrick]

Question - will Apple play by the same rules? Will we be able to disable ad tracking for Apple apps as well?

 

[Tchakatak]

Sure. Same as the privacy encart in the app store.

 

[ozzymo]

Question - will Apple play by the same rules? Will we be able to disable ad tracking for Apple apps as well?

Exactly....this. Everyone who is calling out Facebook, are you going to do the same to your very precious Apple? As stated Apple's own ad platform is not subject to the same regulations. Apple still has an ad platform that will not ask permission and not allow you to block it in any way. Love to see how all the Apple cultists on here will rationalize that away.

 

[thejadedmonkey]

...and accused Apple of a double standard, claiming that Apple's own personalized ad platform is not subject to the upcoming iOS 14 policy...

I'm curious about this, and would like it explained. Where does Apple track me, how, and why don't they show the popup too?

 

[BornAgainMac]

The prompt clearly shows the user can still allow to be tracked. I am curious what percentage of people actually allow this tracking.

 

[mishaneah]

My only issue with any of it is the use of the term "track". This phrase has implications that are simply not true, so it over exaggerates the point. I also feel like, because people in general don't like advertising (despite the enormous amount of things its existence provides them on a daily basis), that this results in excessive support for anything that acts "against" advertising in anyway, even if it is not really good for them or others.

You make the assumption that everyone has to allow advertising in to their lives without needing consent. Like it is the default condition. My time and information has value and if I say I’m not ok with it being taken from me, they need to honor that request.

 

[McKodiak]

People have a right to know and limit what information about them is being accessed and used. Plain and simple. All the arguments, whether justified or not, are of lesser priority than this.

 

[TroyBoy30]

tough ****

 

[MauiPa]

tactics used by Hitler’s Minister of Propaganda, Joseph Goebbels, who said, “If you repeat a lie often enough, it becomes accepted as truth.”

 

[MysteryMii215]

The fact that Facebook is desperate to prevent users from being able to opt out of targeted tracking tells you everything you need to know about their business model.

There's nothing wrong with Apple supporting its own profit motive. The key here is the distinction of how Apple and Facebook generate profit. Only one of the two companies generates 99% of its profit from advertising. The other is a hardware/paid services company.

FTFY

 

[MauiPa]

I'm curious about this, and would like it explained. Where does Apple track me, how, and why don't they show the popup too?

Good question where does Apple track you? Haters owe us some facts here

 

[ozzymo]

The fact that Facebook is desperate to prevent users from being able to opt out of targeted tracking tells you everything you need to know about their business model.

There's nothing wrong with Apple supporting its own profit motive. The key here is the distinction of how Apple and Facebook generate profit. Only one of the two companies generates 99% of its profit from advertising. The other is a hardware company.

Love this kind of thinking. Facebook is bad because they provide a service I use for free, but they generate 99% of their income through advertising. Apple is good because I give them thousands and thousands of dollars for all my gadgets which become obsolete in a year, but they still had a ad platform which is not subject to any regulation. It's ok that Apple does it because they don't generate as much of their income from advertising as Facebook does. Damn do the cultists on here even stop and think about their rationalizations before they type them out?

 

[TonyC28]

I just love how mad Facebook is about this. Definitely shows Apple is on the right track.

 

[DeepIn2U]

Screw FB!
Every second of its existence FB has "taken this risk on behalf of the millions of businesses who use MY Personal Data & Likess to grow" while FB continues to profit, enable misinformation, enable denegration, discrimination, and hatred to grow, while there is no verification process at time of registration allowing for bots.

no thanks FB and advertising companies .... time to adjust your entire model. You make money off me without my explicit and detailed permission and I'm NOT getting paid? no no no!

excerpt personal data restriction: [when allowed for how long, on which media apps & sites - total list for micro restrictions, what countries, for what explicit ads, to disallow sharing of data, to mandate complete deletion starting the second of timed restriction, to disallow multiple use licenses at once, disallow backup of personal data, to enforce purging any previously or current cached personal data. etc]

 

[JM]

Nothing wrong with that prompt. Maybe there ARE people out there that enjoy personalized ads?

Facebook seems to acknowledge with their whining that people don't want tracking behavior.

 

[ozzymo]

Good question where does Apple track you? Haters owe us some facts here

How can we have facts about Apple? They are the least transparent company in the history of the world. No one really knows exactly what Apple is tracking. And since the new regulations won't affect Apple's Ad platform we probably never will.

 

[scwinsett]

I love watching Zuck pretend he has any moral superiority or like he’s a victim because he can’t be as sneaky