Apple's privacy push forces Facebook to seek user consent for tracking

Apple’s branding has long emphasized user privacy, positioning it as a core advantage over competitors that rely on advertising. In a 2020 address, the company’s CEO told iPhone owners that platforms like Facebook must request permission before tracking them across other apps and websites. The iOS 14.5 rollout later that year activated App Tracking Transparency, shifting the default from automatic data sharing to an opt-in model.

If a user selects the “Ask App Not to Track” option, developers lose access to the Identifier for Advertisers and other cross-app tracking methods. Meta’s chief financial officer quantified the impact as a $10 billion revenue headwind for 2022. This clash highlights the broader industry tension between privacy-focused operating systems and businesses built on targeted advertising.