What lies behind Facebook's desire to track personal data and why Apple is against it

​On September 16, Apple forced app developers to warn users about personal data tracking. Since then, Facebook has been waging war against Tim Cook's company. What is Mark Zuckerberg dissatisfied with? How will the new advertising policy put an end to the ambitions of social media infrastructure? We tell you in detail about one of the largest conflicts in the IT industry.

Is it really so inconvenient

Apps ask for permission to track data before opening. It looks like a pop-up window where the user chooses between two options: agree or not. The barrier incorrectly poses the question before entering social networks, streaming services, and search engines. Facebook explains in an additional window that tracking is needed for better contextual advertising. Two windows repel just from entering the app.

Why does Apple incur such costs

Apple lost its reputation as a safe brand after revelations and leaks. Snowden pointed out the corporation's cooperation with the FBI. And hackers leaked intimate content of Hollywood stars from iCloud. Therefore, Apple opposes cases of surveillance and data collection. The brand is doing everything possible to show work on mistakes.

Why doesn't Facebook come around

Less than 10% of people are willing to intentionally provide data, even for useful contextual advertising. Facebook's advantage for advertisers is targeting. Zuckerberg built an extensive infrastructure for business, which could collapse. The network's marketplace will become useless if users refuse to collect personal data. After all, advertising banners will not provide furniture stores with a request to buy a sofa. This is Facebook's position: personalized advertising is a powerful tool for promoting small businesses. Without collecting data, small businessmen will suffer first.

Where is Google

The confrontation between Apple and Facebook will not affect another giant — Google. The third pillar of the IT industry has its own operating system and therefore can make decisions independently. Android is an open platform, so there are fewer security questions before Sundar Pichai.

What will happen

The results of this war will determine the relationship between users and large companies. According to The Information, Facebook is preparing an antitrust lawsuit against Apple. It is funny that this is done by the main buyer of everything shiny.

Apple will win — the progress of contextual advertising will regress. For a while, we will give up surveillance until we realize that we are ready to sacrifice privacy for comfort.

Facebook will win — the company will be forced to do something about its "subsidiaries." And we will meet the future with a large number of independent players.