Some commentators have described it as the beginnings of a newprivacy feudbetween the two tech behemoths.
App tracking transparency is a continuation of Apples push to be recognized as theplatform of privacy.
Once upgraded, apps that use tracking functions willdisplay a request to opt in or outof this functionality.
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The app tracking transparency framework is merely a pop-up box.
It is also interesting to note the specific wording of the pop-up: ask app not to track.
This will reduce the tracking capabilities of apps that honor Apples tracking policies.
While this would contravene Apples developer rules, detecting this pop in of secret data could be very difficult.
Apple seems prepared to crack down hard on developers who dont play by the rules.
Why is Facebook objecting?
Facebook is fuelled by web users data.
Inevitably, anything that gets in the way of its gargantuan revenue-generating data pipe is seen as a threat.
In 2020, Facebooks revenue from advertising exceededUS$84 billion a 21% rise in 2019.
The issues are deep-rooted and reflect the two tech giants very different business models.
Apples app revenue was reported atUS$64 billion in 2020.
Should I use it?
Ultimately, it is a choice for the consumer.
Many apps and services are offered ostensibly for free to users.
App developers often cover their costs through subscription models, in-app purchases, or in-app advertising.
Users also arguably benefit, as they see more (relevant) adverts that are contextualized for their interests.
In essence, this is the price we pay for free access to these services.
