Facebook claimed in a blog post today that Apple’s upcoming anti-tracking privacy-focused change in iOS 14 “will have detrimental consequences for many small businesses struggling to survive and the free internet we all rely on more than ever. trust. ”Facebook has also launched a“ Speak Up For Small Business ”page.
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“We don’t agree with Apple’s approach and solution, but 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 depend on our services. We cannot take this risk on behalf of the millions of businesses that use our platform to grow. ”
To reiterate the situation, starting early next year, Apple will require apps to get opt-in consent from users to collect their random ad ID, which advertisers use to display personalized ads and track how effective their campaigns were. This is done in the form of a prompt displayed when users open apps on iOS 14.
In a list of grievances, Facebook said Apple’s anti-tracking change is “about profit, not privacy,” and claims that small businesses will be forced to turn to subscriptions and other in-app payments for revenue, some in turn benefits Apple’s profits. Facebook also accuses Apple of setting a double standard, claiming that the iPhone maker’s own personalized advertising platform is not subject to the upcoming iOS 14 policy:
1. They create policies – enforced through AppTracking Transparency in iOS 14 – that are about profit, not privacy. It will force businesses to move to subscriptions and other in-app payments for revenue, meaning Apple will benefit and many free services will have to start charging or exit the market.
2. They hurt small businesses and publishers who are already grappling with a pandemic. These changes directly affect their ability to use their advertising budgets efficiently and effectively. Our studies show that without personalized ads based on their own data, small businesses can achieve a reduction of more than 60% in website sales through ads. We don’t expect the proposed iOS 14 changes to cause a complete loss of personalization, but rather a move in that direction over the longer term.
3. They don’t play by their own rules. Apple’s own personalized advertising platform is not covered by the new iOS 14 policy.
4. We don’t agree with Apple’s approach, but we have no choice but to give them prompt. If we don’t, we will face retaliation from Apple, which can only further hurt the companies we want to support. We cannot take that risk.
Facebook mutes its language further in the blog post, claiming that Apple’s anti-tracking change is “more” about profit than privacy.
Facebook accuses Apple of making “sweeping changes without input from the industry and the companies most affected” in an effort to push companies and developers toward a business model that drives bottom line. “The truth is, these steps are part of Apple’s strategy to expand their fees and services business,” Facebook said.
“We believe Apple is acting anti-competitive by using their control over the App Store to benefit their bottom line at the expense of app developers and small businesses,” said Facebook. “We continue to look for ways to address this problem.”
As one of the measures, Facebook is now showing its support for Fortnite maker Epic Games’ antitrust lawsuit against Apple. Facebook said it will provide the court overseeing the case with information on how Apple’s policies have negatively impacted Facebook and the people and businesses who rely on its platform.
In the meantime, Facebook has outlined steps small businesses and other advertisers can take to prepare for Apple’s anti-tracking change.