Facebook got pretty shaken by Apple’s App Tracking Transparency feature. It was June 2020 that Apple made the announcement and Facebook hasn’t stopped giving its opinion that the feature isn’t great for small businesses, and of course the business too. But now Facebook is trying to thwart its users and find out how the function could become “harmful” for them. In its latest offering, the company was spotted by adding a new notice on Facebook and Instagram that it calls Education Screens iOS Apps.
These screens show the company asking their users to give them permission to track “some data” in order to improve the users’ ads. Additionally, it is claimed that accessing this data “helps keep Facebook / Instagram free and helps businesses that rely on ads to reach their customers”.
The main problem with these new solicitation messages is the “free” tag, the purpose of which has not been clarified by the company unless it intended to imply that Facebook may be forced to charge its users in the future.
In an updated blog post, Facebook said, “Apple requires apps that deal with what is known as“ tracking ”to ask permission when information from apps and websites of other companies is used to personalize or measure ads. It does this through an Apple-designed command prompt that discourages users from giving their permission and provides few details on what that decision means. ”
It’s been almost a week since Apple released the iOS 14.5 update for iPhones and with it support for the App Tracking Transparency function
It will be interesting to see what new direction this data protection war will take when Apple is clearly in no mood to move on its data protection-first approach, or rather a transparency-first approach.
As a reminder, the app tracking transparency feature was introduced in iOS 14.5 and makes it mandatory for developers to prompt users to give them permission to track them across other apps and websites.
In the past, Apple has made it clear which apps do not comply with the new data protection regulations. Apps are at risk of being removed from the App Store, according to Craig Federighi, Apple’s senior vice president of software engineering. This is the only way to install software on an app store iPhone.