Facebook and Apple fight over user privacy; The main risk is from which company?

Facebook and Apple fight over user privacy; The main risk is from which company?

Facebook and Apple fight over user privacy; The main risk is from which company?

News unit EMGblog.com: Human rights groups and privacy advocates such as the Foundation Since the beginning of 2020, Electronic Frontier Foundation and Human Rights Watch have criticized Apple has intensified due to the delay in adding security features to the iPhone and the possibility of obtaining tracking permission from users. These groups believe that Apple still hasn’t completely blocked the tracking of user activity without owners’ permission. Now, this wave of criticism in recent days has forced the American super company to react not only by emphasizing the positive features of iOS’s protection function, but also by attacking the company’s main competitors, especially Facebook.

If we look at the history of this controversy, the relative attention of Apple Visible to the privacy issue. For example, the Cupertino company released a privacy enhancement for iOS 14 in September this year, but its use and activation has not been required for developers yet. In their protest against Apple, human rights groups considered this delay to be very undesirable on the eve of the American elections and when people’s data is used for targeted advertising.

In response to these statements, Jane Horvath ( Jane Horvath, Apple’s global privacy director, has criticized Facebook’s business model and defended her company’s practices. According to him, information about users is collected in most cases through an application or website belonging to a company and is combined with information collected by other companies for targeted advertising and evaluation of advertising methods. Sometimes user data is collected by data analysis companies and sold again. These are third-party companies that people neither know nor interact with. The tracking of users’ data may be done in an invasive and even frightening manner, which in most cases is done without the person’s knowledge and effective consent.

Apple emphasizes the value and efficiency of the “App Tracking Transparency” or ATT As part of its public commitment to protecting users’ privacy, it specifically names Facebook as a persistent violator of that privacy. From the point of view of the managers of Apple, Facebook and other companies, they have a very different approach to advertising targeting. Not only do they segment users into smaller target groups, but they also use detailed data about their online activity and web browsing to target ads. Facebook executives have openly spoken of their desire to collect as much data as possible through proprietary and third-party products to monetize user profiles in fine detail; This is done in complete disregard for users’ privacy.

Horvath also pointed out that Facebook was partly responsible for the delay in the launch of the ATT feature, because the timing The implementation and requirement of this feature has been aimed at giving developers more opportunities to update data processing systems and procedures. Apple’s ATT feature brings about a major change in the way apps are developed. Developers must now allow their users to approve data collection. In addition, this feature restricts access to multiple unique identifiers. Identifiers used to track and monitor post-installation actions, target ads, and recognize user behavior patterns. Meanwhile, to VentureBeat wrote in September that “despite 10-30% of iOS users taking action to personalize ads and disable ad tracking and limit ads by 15% of users,” still about 80% of Owners of iOS products will disable the ad tracking of applications when the ATT protection features are activated. Of course, Facebook did not stay silent in the meantime and has pointed out that the iOS changes are not for the protection of privacy, but rather to implement anti-competitive tactics to establish an unfair advantage of Apple and its special offers in products based on this platform. This discussion is accompanied by evidence from an aspect. Apple is currently facing antitrust complaints about the iOS 14 update from the advertising industry and companies such as Spotify, Telegram and Epic Games is facing. The House Antitrust Committee also recently found in an investigation that requiring developers to use Apple’s payment platform, along with other measures such as limiting programming interfaces, manipulating search rankings, and setting default apps, is an anti-competitive practice. In addition, it is reported that the antitrust division of the US Justice Department is also continuously monitoring the technology giants, including Apple and Google. However, the details of this department’s investigations about Apple have not been revealed yet.

In response to Apple’s attack, Facebook points out that “Apple is expanding its business into the territory of the advertising industry and through the new version of iOS 14, it tries to lead the Internet to profitable applications and services. In this way, Apple takes advantage of its dominant position in the market to prioritize the collection of its own data and make it impossible for competitors to use the same data. Apple’s claim is to protect privacy, but the main issue is about profit. Facebook warned in August that a new iOS update could cut publishers’ revenue from the company’s Audience Network by up to 50 percent. He also made this claim against Apple that, under the pretext of application limitations of the App Store, he was forced to remove a version of the Facebook Gaming program from this store due to the limitations of iOS. Sheryl Sandberg, the chief operating officer of Facebook, says about this: “Unfortunately, we had to completely remove the ability to play games on Facebook Gaming in order to get Apple’s approval. In this way, iOS users will have a lower-level experience than Android.”

On the other hand, following the announcement of Apple’s full commitment to implement the ATT feature, Craig Federighi, Apple’s senior vice president of software engineering, This policy is supported. He considered the plan to be part of Apple’s core values ​​and emphasized that the new feature will ultimately hurt the interests of the advertising industry much less than it is claimed. From his point of view, “We have introduced the intelligent tracking prevention system several years ago. At that time, parts of the advertising industry claimed that this would be disastrous; Because they can no longer fully track people’s path from one website to another.” But from Federighi’s point of view, no disaster happened and it will not happen again. Advertising companies can continue their business activities respecting the privacy of users, and Apple’s policies will not harm this industry.

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