Facebook pops up to escalate fights with Apple

Tech giants have emphasized the upcoming changes to Apple’s iOS operating software, which will include a tracking transparency feature that could reduce Facebook’s ability to serve claims targeted ads and hurt many businesses.

Facebook said on Monday that pop-up messages on its iPhone and iPad apps would prevent Apple from tracking the benefit of targeted ads before the privacy move.

Tech giants are emphasizing the upcoming changes to Apple’s iOS operating software, which will include a tracking transparency feature that Facebook claims could cripple the ability to serve targeted ads and hurt many businesses.

The company already conducts annual salary audits, but like other large tech companies, it remains under public scrutiny for a workforce that does not reflect the country’s makeup in terms of race and gender.

A new Apple software feature, referred to as the “Privacy Nutrition Label”, has a display prompt in which people are told that tracking data is collected by the mobile app and asks permission to allow it.

Facebook said in an updated post on the matter, “To help people make more informed decisions, we’re showing one of our screens alongside Apple.”

“It will provide more information on using personal ads, which support small businesses and keep apps free.”

A quarrel between Silicon Valley companies heated up last week as Apple’s chief executive brokered Facebook’s business model and promoted violence, and the social network allegedly prepared a no-confidence suit against Apple in control of the App Store .

“As we have said repeatedly, we believe that Apple is behaving anti-competitively by using its control of the Apple Store to benefit its bottom line at the expense of Apple developers and small businesses,” Facebook said.

Apple’s chief executive Tim Cook took aim at Facebook after he disbanded the “algorithm-imposed” disinformation and conspiracy during a virtual data privacy conference in Brussels last week.

Cook did not mention Facebook’s name, but skewed the business model built on targeted advertising, which accounts for most of the social network’s revenue.

Facebook CEO Mark Zuckerberg said during a recent earnings conference call that Apple was becoming one of his company’s biggest competitors.

“Apple has every kind of incentive to use its dominant platform position to improve how our apps and other apps work, which they regularly do for their priority,” Zuckerberg said.

“Apple may say that they are doing this to help people but the moves clearly track their competitive interests.”