Facebook had previously told investors that Apple's changes, which are expected to go live early next year, would bring significant headwinds as most of its advertisers are small businesses. Apple pushed back, accusing Facebook in November of "disregarding user privacy." (AFP)

Facebook attacks Apple’s iOS changes in full-page newspaper ads

Jim HendlerDecember 16, 20 Apple, Facebook

Facebook attacked Apple in a series of newspaper ads on Wednesday, saying the iPhone maker’s expected mobile software changes regarding data collection and targeted advertising are bad for small businesses.

The ads, which are slated to appear in the New York Times, Wall Street Journal and Washington Post, are titled “We Stand Up for Apple for Small Businesses Around the World.” They are learning about upcoming changes to Apple’s iOS 14 operating system that will limit the ability of companies like Facebook to collect data on mobile users and use it with advertising.

Facebook had previously told investors that Apple’s changes, which are expected to go live early next year, would bring significant headwinds as most of its advertisers are small businesses. Apple pushed back, accusing Facebook in November of “disregarding user privacy.”

While limiting the use of personalized ads is having an impact on large businesses like us, these changes will be devastating for small businesses, Facebook says. The social giant, citing its own data, claims that ads that ignore personalized targeting generate 60% less sales than ads targeting consumers.

The newspaper ads are the breaking news of what has become a vicious and public battle between two of the world’s most valuable companies. Facebook has repeatedly argued that Apple’s App Store fees and upcoming iOS changes are hurting small businesses trying to recover from the pandemic. He used these attacks to present himself as a champion to these users, many of whom rely on Facebook’s ad services to generate sales. (This dependence can also put small businesses in a bind.)

Facebook CEO Mark Zuckerberg also criticized Apple’s expensive smartphones. After his company joined a chorus attacking Apple’s 30% fee for in-app purchases for certain services brought online due to the pandemic, Apple said there should be no such reduction until the end of 2020. Last month, it extended this waiver until June 2021.

While this does not apply to Facebook apps, Apple will cut its App Store revenue cut from 30% to 15% starting next year for developers who generate up to $1 million per year. . The company said it was implementing the change to support small businesses.