The privacy feud! Apple vs Facebook.

The privacy clash between Apple and Facebook is expected to be a long tech battle.

There is a privacy battle brewing between the 2 tech giants of the world - Apple Inc. and Facebook Inc. The clash between the two intensified as the chief executives squared off in public remarks over privacy. It's tough to pinpoint exactly where it went wrong, but it seems like this is a long war.

The feud has escalated rapidly over Apple's forthcoming update to the software. It includes a requirement that developers get explicit permission to collect data and track user activity across apps and websites. It seems a noble goal, yet its transparency and enforcement have come under scrutiny. Facebook is massively triggered by this action. It will undermine the efficacy of Facebook's targeted advertisements.

In December, Facebook took out full-page ads in U.S. newspapers for two consecutive days. It opposed the changes done by Apple and describes it as an abuse of market power. The ads stated that Apple's new privacy policy limits a business's ability to run personalized ads and reach their consumers effectively.

Facebook has also launched a full-fledged website, for the same, with testimonials from small businesses against the Apple move.

Facebook is also thinking about filing a lawsuit against Apple.

Facebook is going a step further in making its discontentment with Apple's new privacy policy by promoting banners on top of its iOS app. The banners warn iOS users about the upcoming changes that can impact the way users run advertisements and engage with consumers.

Oversimplifying, and to save you from falling into this crooked labyrinth, Facebook's claim against Apple is:

Apple has set arbitrary rules for its developers, enforces them haphazardly, and doesn't require its apps to comply with the same rules. Apple doesn't care about your privacy. It's only fixated on getting as much money as possible out of Facebook and other apps.

Apple defends its software update, saying that it will protect the privacy of its users from being sold to third parties. It will also give users clarity about who is collecting their data and why.

Apple CEO Tim Cook tweeted regarding the clash with Facebook.

In January, Cook had delivered a speech to the Consumer Privacy and Data Protection Conference in Cupertino. He criticized the app-tracking tools a day after Mark Zuckerberg accused Apple of interfering with how Facebook works.

Possibly, Apple might also have some ulterior motive behind such a move. By making tracking difficult, it could push free apps towards paid services. This will ensure the follow up of lost revenue from targeted marketing. (Apple takes as much as a 30% cut of in-app sales.) Apple might also be working towards developing its tracking technologies. This will allow it to make moves according to consumer behavior within Apple apps and services. Currently, Apple denies any other motive except the concerned privacy of its users.

Again, oversimplifying and saving you from falling into the crooked labyrinth, Apple's case against Facebook is:

Facebook collects a massive trough of data far greater than people understand or it requires. Then uses it to invade and monetize every part of a user's life.

Elizabeth Renieris, a data protection and privacy lawyer, who runs the Notre Dame-IBM Technology Ethics Lab, has stated that the clash over tracking has exposed the monopoly of both companies in their markets. It could be problematic since both are under anti-trust scrutiny.

Until a proper federal law is established, the privacy of consumers will remain vulnerable to tech corporations who are motivated by profits.

The main takeaway is, if two behemoths of the tech world, are having a public battle over privacy, then it shows the tremendous value consumer data holds.

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