Mark Zuckerberg Reflects on How Apple's Strict Rules Hurt Facebook

[MacRumors]

In the late 2000s, Facebook was a booming desktop web platform with a growing selection of third-party games and apps, including the viral sensation FarmVille. However, once the iPhone and other mobile devices became more popular, this started to change. In particular, Apple's closed-off App Store rules impacted the social network.

In a recent interview with Stratechery's Ben Thompson, Meta CEO Mark Zuckerberg briefly reflected on how the App Store's rules limited Facebook.

Specifically, he said that Apple not allowing Facebook to function as "a platform within a platform" on iOS contributed to the end of the FarmVille era:

Well look, the original Facebook platform was something that really just made sense for web, and it was sort of a pre-mobile thing. As the usage transitioned from desktop web to mobile, Apple basically just said, 'You can't have a platform within a platform and you can't have apps that use your stuff.' So that whole thing, which had grown to be a meaningful part of our business — I think by the time that we had our IPO in 2012, I think games and apps were about 20% of our business — but that basically just didn't have much of a future.

However, Apple is not entirely to blame for this particular situation. In the early 2010s, Facebook itself decided to lock down access to some APIs and made other policy changes that affected the ecosystem of games and apps on its platform, as a result of growing privacy, security, and customer experience considerations.

Zuckerberg went on to reflect on his company's "deep bitterness" over Apple's policies:

[…] it was one of these things that I think it's really just an artifact of Apple's policies that I think has led to this deep bitterness around not just this, but a number of things where they've just said, 'Okay, you can't do these things that we think would be valuable,' which I think to some degree contributes to some of that dynamic between our company and theirs. I think that's unfortunate.

In more recent years, Facebook was impacted by Apple's introduction of App Tracking Transparency, which limited targeted advertising on iOS.

Zuckerberg believes that mobile platforms like iOS should be more open, as desktop operating systems like macOS and Windows are.

With mounting litigation against Apple around the world, Zuckerberg might get his wish.

Apple's closed-off App Store rules have come under fire in recent years. Just yesterday, Epic Games landed a major victory against Apple, as a U.S. judge ruled that Apple violated a 2021 injunction that required it to allow app developers to direct customers to third-party purchase options on the web using in-app links. Effective immediately, Apple must stop impeding developers' ability to communicate with users, and it also must stop charging a 27% commission on purchases made via these in-app links.

Last year, the U.S. Department of Justice filed an antitrust lawsuit against Apple. The ongoing lawsuit alleges that Apple illegally maintains a monopoly in the smartphone market with the iPhone and the device's locked-down ecosystem.

Bit by bit, the walls surrounding Apple's infamous walled garden are beginning to come down.

Article Link: Mark Zuckerberg Reflects on How Apple's Strict Rules Hurt Facebook

 

[DHagan4755]

I'm of firm belief that iOS (and iPadOS) should allow app installation aside from just the App Store. I understand the risks — but everyone needs to understand the risks.

 

[Srom89]

Facebook got along just fine back in the day before they started showing 0 actual posts from friends and 15 adverts between any piece of remotely relevant information. They ruined it themselves, no-one else. Make it look like Facebook did in 2010 and they’d have more of a chance.

 

[thejadedmonkey]

I'm confused. I find myself agreeing with Facebook. Is this part of Facebook's comeback tour/rehabilitation?

 

[gleepskip]

We need to set up a MR charity fund to buy Mr. Zuckerberg a box of Kleenex and a tiny violin.

 

[Parowdy]

Oh **** Mark, you have brought in billions in low to no taxed profits because of iOS users for years and years on end and been able to gather incredibly personal data despite these „hurtful“ restrictions.

 

[RogueWarrior65]

If you think Meta and Epic and for that matter, the EU, are in the right here, consider this: Apple is providing the infrastructure that makes their businesses function. Do you want solid infrastructure that's well-maintained or do you want ****** infrastructure that falls apart, has potholes, and is covered with billboards?

 

[TokyoKiller]

Ironic, I recall the iPhone/App Store being instrumental in Facebook becoming a more mainstream platform in society from its original audience of mostly College and High-school students.

A lot of these companies really forget how Apple's ecosystem was instrumental in their growth in the initial days of their apps, games, etc.

I remember when the Facebook app came out on the iPhone 3GS, it was such a huge deal and so many people started joining Facebook from that point on.

 

[S.B.G]

One of the things Apple did to "hurt" Facebook was giving the users the choice regarding app tracking. In my book that was one of the best moves Apple did in favor of the people. Sorry FB, but I don't like apps tracking me without my consent, and moreover, I detest the selling of user data to data brokers and other third-parties. Too bad for FB that their whole business model revolves around that.

 

[DocMultimedia]

Bit by bit the safety and security of the iPhone fades away. The new commercials will show how apps keep the camera on 24/7 and send it home to mother.

 

[ridgero]

Wasn't the Apple Store one of the main reasons why Facebook was so popular?

lol @

 

[Mrkevinfinnerty]

If you think Meta and Epic and for that matter, the EU, are in the right here, consider this: Apple is providing the infrastructure that makes their businesses function. Do you want solid infrastructure that's well-maintained or do you want ****** infrastructure that falls apart, has potholes, and is covered with billboards?

Yeah, no they aren't.

 

[WarmWinterHat]

Wasn't the Apple Store one of the main reasons why Facebook was so popular?

lol @

No.

Ironic, I recall the iPhone/App Store being instrumental in Facebook becoming a more mainstream platform in society from its original audience of mostly College and High-school students.

A lot of these companies really forget how Apple's ecosystem was instrumental in their growth in the initial days of their apps, games, etc.

I remember when the Facebook app came out on the iPhone 3GS, it was such a huge deal and so many people started joining Facebook from that point on.

Facebook was mainstream with college students long before the iPhone existed. I was in grad school when it came out (2004-2005ish), and everyone on campus was signed up within a few weeks. They opened to high school students in 2005, again, before iOS was a thing.

If you think Meta and Epic and for that matter, the EU, are in the right here, consider this: Apple is providing the infrastructure that makes their businesses function. Do you want solid infrastructure that's well-maintained or do you want ****** infrastructure that falls apart, has potholes, and is covered with billboards?

These companies do not need Apple's infrastructure, and can exist with or without Apple.

 

[spritle]

DOES … NOT … COMPUTE!

 

[mattopotamus]

The wild wild west of iOS malware begins.

 

[Unregistered 4U]

Facebook got along just fine back in the day before they started showing 0 actual posts from friends and 15 adverts between any piece of remotely relevant information. They ruined it themselves, no-one else. Make it look like Facebook did in 2010 and they’d have more of a chance.

They’re blaming Apple for their inherent en********ation.

 

[TracerAnalog]

Meta: create your own phone and ecosystem and bugger off.

 

[AlexESP]

I'm of firm belief that iOS (and iPadOS) should allow app installation aside from just the App Store. I understand the risks — but everyone needs to understand the risks.

Having a belief is completely fine, as long as we let people with other beliefs create different platforms. Many of us like the iPhone, among other things, because of the effects of the App Store exclusive distribution model. I’m not going to ask Google to forbid sideloading on Android — I just ask that governments/other companies don’t forbid Apple and their users from creating and buying products we like.

 

[Unregistered 4U]

I'm confused. I find myself agreeing with Facebook. Is this part of Facebook's comeback tour/rehabilitation?

It’s manipulation. That’s the way manipulation works. You either see through the manipulation and understand that the bottom line is when competition appeared, they were unable to compete, OR you’re manipulated. I’m pretty sure Nokia could spin a nice little tale about how Apple destroyed their business as well.

 

[ClearScreen]

Just yesterday, Epic Games landed a major victory against Apple

They did not. Apple was caught lying/cheating and was rightfully disciplined. All the judge did was say (harshly) that Apple needed to follow the original decision, which was absolutely not an unalloyed win by Epic. (And it didn't happen "just yesterday" in any event.)

Not saying the larger point is wrong, that the winds are blowing against Apple's walled garden, but this is a bad example.

 

[racerhomie]

This coming from the guy who wants Meta AI to analyze everything you do while wearing Meta Raybans! Go to hell Zuck!

 

[WarmWinterHat]

Having a belief is completely fine, as long as we let people with other beliefs create different platforms. Many of us like the iPhone, among other things, because of the effects of the App Store exclusive distribution model. I’m not going to ask Google to forbid sideloading on Android — I just ask that governments/other companies don’t forbid Apple and their users from creating and buying products we like.

I think Apple has done an absolute p*ss-poor job with the App Store. It's a train wreck of scam apps, casino-style kids games, in-app nonsense and junk. I have not downloaded a single new app in almost two years other than the control program for my Firewalla. It was cool and interesting to look at and browse at the beginning, but now it just sucks.

They don't even do a good job of vetting straight rip-offs and fakes.

 

[Unregistered 4U]

Meta: create your own phone and ecosystem and bugger off.

They tried and failed. If you read stories about that time, people were writing that it was going to be the next big thing! What software companies ALL around the world have found, is that hardware is hard. Not only just getting all the pieces and parts required and putting them together in a people pleasing fashion, but developing the OS level software to work in a way that’s performant AND provides proper hooks for developers to do the last yard of effort and put their little cherry on top.

Plus, with software you just go cheap until you squeeze out all competitors, like Facebook did, then raise your prices until profit. Hardware doesn’t work that way. The reason why Meta and App developers formed a “coalition” to complain about Apple is ALLL of them know that, if they put their entire might to the problem, focused on it and tried to build hardware OS platform that could compete against Apple/Google, they couldn’t. They’re incapable. Not because it’s impossible, and I’m certain someone someday WILL challenge them, it’s because they can’t see past the fence posts of the house they’ve built on SOMEONE ELSE’s hill!

 

[Velli]

Translation: “Platforms should be open to everyone - except our platforms of course”.

 

[Unregistered 4U]

I think Apple has done an absolute p*ss-poor job with the App Store. It's a train wreck of scam apps, casino-style kids games, in-app nonsense and junk. I have not downloaded a single new app in almost two years other than the control program for my Firewalla.

They don't even do a good job of vetting straight rip-offs and fakes.

And, if the government were to increase the number of places folks can get apps from, that would DRASTICALLY decrease the number of scam apps? I think I see where you’re coming from…