Apple defends delay in privacy feature, slams Facebook for ad-targeting practices

Apple Inc. recently slammed Facebook and or internet giants for ir ad-targeting practices in response to a letter questioning a decision by iPhone maker to delay a new privacy feature. Previously, human rights and privacy groups, including Electronic Frontier and Human Rights Watch, had written to Apple, asking why it was delaying introduction of a feature that would force apps to receive explicit opt-in from iPhone users before tracking m. In response, Apple criticised Facebook for trying to “collect as much data as possible,” and defended its decision to delay feature, which was added as part of company’s iOS 14 in September. 

Apple’s privacy-enhancing features are still t mandatory for developers to enable. groups had written to tech giant stating that delay was ill-advised in critical weeks leading to and following 2020 US elections when users data can be used to target m with personalised political ads. According to Bloomberg, in a letter, Apple’s global head of privacy, Jane Horvath, responded to groups and criticised Facebook and its business model. 

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Horvath explained that too often, information is collected about users on an app or website owned by one company and combined with information collected separately by or companies for targeted advertisements and advertising measurement. She said that sometimes data is even aggregated and resold by data brokers, which are third parties. Tracking can be invasive, even “creepy,” and more often than t it takes place without meaningful user awareness or consent, Horvath added. 

She went on to tout App Tracking Transparency (ATT) feature as part of its overall commitment to privacy and specifically named Facebook for having a “different approach” to targeting. She said that t only do y allow grouping of users into smaller segments, but y use detailed data about online browsing activity to target ads. Horvath even added that Facebook executives have made clear that ir intent is to collect as much data as possible across both first and third party products to develop monetise detailed profiles of ir users. Furr, she ted that this “disregard” for ir user privacy continues to expand to include more ir products.  

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Facebook responds to Apple’s accusations 

Apple’s claims drew a strong rebuke from Facebook, which accused iPhone maker of using ir “dominant market position” to self-preference ir own data collection while making it nearly impossible for ir competitors to use same data. social media giant accused Apple of trying to distract users from its own privacy issues. Facebook, in a statement, said that Apple claims it’s about privacy, however, social media platforms believe that “it’s about profit”. 

Meanwhile, feud between two companies has been going for a while w. Back in August, Facebook had warned that iOS update could lower publisher revenue via its Audience Network by up to 50 per cent. same month, social media firm had also said that it was forced to strip down versions of Facebook Gaming available via Apple App Store due to TOS restrictions. 

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