The strong criticism of the CEO of Apple on Facebook and the main question every leader should ask

The blunt criticism of the CEO of Apple Tim is cooking the business model of technology companies that collect user data for advertising purposes continues to elicit responses.

Cook spoke on the topic last week a speech to the International Day for the Protection of Personal Data. The Apple boss criticized the companies and applications that he says collect too much personal information and prioritize “conspiracy theories and incitement to violence.” While he never quoted it explicitly, it was clear that the words of Apple’s CEO were referring to Facebook.

“If a business is based on misleading users, on data exploitation, on options that aren’t options at all, it doesn’t deserve our credit, but it does deserve reforms”, Cook said.

Cook’s words are boxed in one recent feud between technology giants due to changes in the latest version of Apple’s iOS operating software, which includes a tracking transparency feature that Facebook claims will cripple the ability to display targeted ads. Therefore the social network is preparing an antitrust case against Apple, as Facebook CEO Mark Zuckerberg said the iPhone maker became one of his company’s biggest competitors.

“Apple has every reason to use its dominant platform position to disrupt the operation of our applications and other applications, what they do regularly to prefer theirs “, Zuckerberg said.

Really, what has put the two giants on a collision course is their different business models. Under Cook’s leadership, Apple became an advocate for user privacy, something the CEO said “Fundamental Human Right”. In addition, the Cupertino company, which is worth more than $ 2 billion, employs more than 145,000 employees and is known for creating some of the most innovative products of the past decades, make most of their money selling devices and services such as games, shows and music, no ads.

As result, It does not track what its users are doing, nor does it target them with ads based on their activity. This is on the contrary, the main activity of the social network created by Mark Zuckerberg.

On the other hand, Cook’s reflections were not limited to those strong criticisms. Also according to an analysis of the specialized media Inc.., Apple’s CEO has left a valuable lesson for any business leader called every day to make important decisions.

“Too many keep asking the question, ‘How can we get away with it?’, When they should ask, ‘What are the consequences?’ Cook said.

In this way, according to Inc., Cook suggested that every business manager’s first question should be What is the effect of this that I am going to do? Will it be positive or negative?

That means recognizing that the decisions a leader makes have consequences, even if they are not always easy to see. As a leader that is your main job.

In the case of Facebook, Cook seemed to be saying: The fact that no one fully understands the consequences of collecting, tracking, analyzing and profiling your personal information does not mean that those consequences do not exist. And just because users don’t object doesn’t make it right. A lesson that according to the CEO of Apple Mark Zuckerberg should start learning.

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