How Apple continues to 'hurt' Facebook

Apple and Facebook have been at loggerheads for a while now. But things have gotten worse ever since Apple launched the App Tracking Transparency feature. With iOS 14 in 2021, Apple gave users the choice to allow which apps can track their data for targeted advertising. One of the big companies that got bady hurt by the move was Facebook.
Now, Facebook CEO Mark Zuckerberg has reiterated how Apple continues to hurt not just Facebook but millions of other small businesses.During the social media giant’s quarterly earnings call, Zuckerberg said that “As expected, we did experience revenue headwinds this quarter, including from Apple’s changes that are not only negatively affecting our business, but millions of small businesses in what is already a difficult time for them in the economy.”He further said that Facebook expects to navigate “these headwinds over time with investments that we’re already making today.”
Zuckerberg during the call also said that Apple’s changes have made e-commerce and customer acquisition less effective on the web. To counter that, Zuckerberg said solutions that allow businesses to set up shop right inside Facebook apps will become increasingly attractive and important to them. “We've built solutions like ads that can dynamically point to either a business's website or their Shop on our platforms depending on what will perform better for them, and that will help more businesses navigate this challenging environment,” added Zuckerberg.
Sheryl Sandberg, COO, Facebook, said that the privacy changes Apple made with iOS have “advantaged Apple’s own advertising business.” Sandberg also said that it has become really difficult to precisely target an ad or even measure campaign results because of Apple’s privacy changes.
App Tracking Transparency gives more control to iPhone users on whether or not they want to be tracked by advertisers online across apps. The feature gives users the option to share or not share data with any app.