Facebook takes the gloves off in feud with Apple

In a blog post, Dan Levy, a vice president for advertising at Facebook, said the company was taking the steps now because “we’ve heard from many of you, small businesses in particular, that you are concerned about how Apple’s changes will impact your ability to effectively reach customers and grow — let alone survive in a pandemic.” He added, “So we’re speaking up for small businesses.”

Apple executives have expected Facebook’s protests and, in recent weeks, have vowed to go forward with the planned changes.

“It’s already clear that some companies are going to do everything they can to stop the App Tracking Transparency feature,” Craig Federighi, Apple’s software chief, said in a speech last week. “We need the world to see those arguments for what they are: a brazen attempt to maintain the privacy-invasive status quo.”

On Wednesday, in response to Facebook’s public challenge, Apple said it was standing up for its users, who “should know when their data is being collected and shared across other apps and websites.” The company added that Facebook did not need to stop tracking users or creating targeted advertising, but that “it simply requires they give users a choice.”

The escalating tensions are part of an unusual, high-stakes battle between two of the world’s most valuable companies, which rely on each other and exert tremendous influence over digital behavior.

At the heart of the fight is how Facebook and Apple are diametrically opposed on how they make money — and which company wins out is likely to help shape the internet for years to come. Apple prefers that consumers pay for their internet experience, leaving less need for advertisers, while Facebook favors making the internet free for the public, with the bill footed by companies that pay to show people ads.

The fracas is also a reminder of both companies’ power over the internet, as well as their leverage over each other. Facebook needs its apps to work on Apple’s devices to reach hundreds of millions of people. And Apple needs Facebook’s apps — Facebook, Instagram, WhatsApp and Messenger — to make its devices worth their high price tags. That precarious relationship has underpinned their larger fight, with both careful not to do anything to blow it up.

“All of this is a long time coming,” said Ben Bajarin, principal analyst at Creative Strategies, a tech-research firm in Silicon Valley. “A lot of the privacy moves that Apple has made over the past few years, in terms of allowing people to understand what’s happening to them in the background, a lot of it has to do with Facebook.”

The power that Apple wields over which apps appear on iPhones and how they work is now at the center of antitrust probes against the company. And Facebook was again at the receiving end of that clout this year when Apple blocked its new Facebook Gaming app from distribution in its App Store. Apple rejected at least five versions of Facebook Gaming, citing its rules that prohibit apps with the “main purpose” of distributing casual games.

At the time, people close to Facebook said that Apple’s moves may have been influenced by how Facebook Gaming appeared to compete with Apple’s own sales of games.

Then in August, Epic sued Apple, accusing the company of violating antitrust laws by forcing developers to use its payment systems. On Wednesday, Facebook signaled that it was on Epic’s side, saying it was “committed to providing relevant information in the Epic Games litigation regarding how Apple’s policies have adversely impacted Facebook and the people and businesses who use our services.”

All the while, the two companies have sparred over data and privacy. In June, Apple flexed its muscles over the issue, this time with a potential long-term effect on Facebook’s business.

That was when Apple announced changes to iPhone software that would blunt the ability of companies like Facebook to collect data on iPhone users. The changes included enabling people to share their approximate location, instead of a precise one, and adding easy-to-read summaries to the App Store on what data each app collects.

For now, Apple and Facebook hardly compete, save for some limited areas, like Facebook Portal, a screen that Facebook sells for video chatting. But both companies are working toward what many in Silicon Valley believe is the next big thing in computing — augmented reality, or a way to mix digital images into a person’s view of the real world — and analysts expect that race to put them on a collision path.