Facebook is reportedly currently in the process of filing a lawsuit
against Apple to force the company to abandon its new terms of use for
the App Store.
Tensions are escalating between Facebook and
Apple, and the case could soon go to court. The community giant points
to several practices deemed illegal. For his part, Tim Cook is stoking
tensions with regard to Mark Zuckerberg. Which of the two will bend?
read also: After Facebook, Google explains the consequences of Apple's privacy policy
Facebook assaulting Apple
As we know, Facebook was one of the
first companies to publicly criticize the new security measures
introduced by Apple on its App Store. The Cupertino company now requires
publishers to communicate on the data collected while giving users
tools to stop this tracking.
For Facebook, whose business model
consists precisely of enriching itself with data to target more and more
advertisements from its advertisers, this is very bad news. The
community giant made it known in the largest American newspapers and
warned its partners that this forced transparency would hurt their
income.
If, inside Facebook itself, employees wonder about the
motives of the company, Mark Zuckerberg does not budge, and according to
The Information, via 9to5Mac, he intends to force Apple to backtrack,
even if it means take the company to court.
Mark Zuckerberg
recently accused Apple of wanting to retain exclusive access to the
IDFA, this unique identifier specific to each iPhone used so far to
return highly targeted advertising. Facebook, like other publishers,
will no longer have access to it by default. It is the user who will
give his consent. Google is also working on an alternative device.
Tim Cook retaliates
The CEO. Apple does not intend to let it go,
and according to Reuters at a conference on privacy, the man widely
criticized applications massively collecting personal information.
While
he didn't specifically mention Facebook, he didn't really need it.
Forced to submit to App Store policy, Facebook had to show its white
paws and the amount of data collected on iOS is now visible to everyone.
Tim
Cook explains that at a time when disinformation and conspiracy
theories are multiplying at a breakneck pace, it is not only time to
review the algorithms that fuel them, but more generally to rethink
current philosophy. According to him, we can no longer accept a model
consisting in increasingly capturing the user's attention for the sole
purpose of continuing to collect an ever greater amount of data.
In
this regard, Apple is the subject of a complaint filed by activist Max
Schrems about the IDFA. The man explained that this identifier was
activated by default on the iPhone. The user then had to deactivate it
manually, and thus end the tracking. This is what Apple now intends to
offer.
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