Confrontation between the two ’empires’ Facebook and Apple

Tram Ho

The war between Mark Zuckerberg and Tim Cook is “heating up” every day. This week, Facebook buys ads in the New York Times opposing the latest update on iOS 14. The ad reads: “We stand up against Apple on behalf of small businesses everywhere”.

Although this is the first time Facebook has criticized Apple directly, it is not the first conflict between the two “big” technology in the world. Cook and Zuckerberg have been together since at least 2014 over each other’s business models and products.

Lịch sử đối đầu giữa hai ‘đế chế’ Facebook và Apple - Ảnh 1.

Apple CEO Tim Cook (left) and Facebook CEO Mark Zuckerberg. Photo: BI


In September 2014, the Apple CEO conducted interviews on many topics with journalist Charlie Rose on YouTube. The interview comes weeks after the scandal of leaking nudity of many female stars from iCloud accounts. Cook supports Apple’s commitment to privacy, while criticizing the business models of competitors like Google and Facebook.

“I think people have to question how these companies make money. If they make their money mostly by collecting personal data, I think you have a right to worry. You should really understand what happened to that data. ”

Soon after, he reinforced his stance in the public letter posted on the security section of the Apple website. “A few years ago, Internet service users began to realize that when a service online is free, they are not customers. They are the product ”.

Cook’s comments made Zuckerberg “mad.” In an interview with Time magazine in 2014, the Facebook CEO called this “ridiculous”, not forgetting to criticize the expensive price of Apple products.


In 2018, the world was shaken after the disclosure of consulting firm Cambridge Analytica that illegally exploited the data of 50 million Facebook users. In an interview with Recode and MSNBC months later, Cook was asked what he would do in Zuckerberg’s position.

“What am I going to do?” I won’t let that happen ”.

The head of Apple suggested that Facebook should manage itself when it comes to user data. He also echoed the view that Facebook views its users as their product. “The truth is, we can make a ton of money if we make money from our customers, if our customers are our products. We choose not to do so ”.

When participating in The Ezra Klein Show, Zuckerberg rejected the idea that Facebook was not focused on serving everyone and again criticized Apple for selling products at “heavenly” prices. “ I think it’s important that not all of us have Stockholm syndrome and let the companies that make more money from you convince that it means they care more about you. This sounds ridiculous to me . The Stockholm Syndrome he referred to describes the psychological state of a long-time hostage, moving from fear, hatred to affection, sympathy with the kidnapper.

That’s what goes on public, what about behind the scenes? In November 2018, the New York Times had a blockbuster article detailing the Cambridge Analytica incident. Cook’s commentary “angered” Zuckerberg and he asked every employee on the management team using the iPhone to switch to Android.

Facebook denied this information and confirmed for a long time, they encouraged employees and leaders to use Android because it is the most popular operating system in the world.

Lịch sử đối đầu giữa hai ‘đế chế’ Facebook và Apple - Ảnh 2.

Facebook buys paper ads criticizing Apple. Photo: Dave Stangis


During the office meeting, Zuckerberg openly criticized Apple, saying the company as a gatekeeper controls everything on its phone. He also said that the App Store hinders innovation, competition and allows “exclusive fees”.

Developers this year strongly oppose Apple, most notably the battle between game maker Epic and “defective apple”, because of the 30% commission fee for each purchase on the App Store. Recently, Apple also blocked an update on the Facebook app because it notifies users about the fees Apple charges.

In June, Apple introduced iOS 14, the new operating system version for the iPhone this year. In this version, the app developer must obtain user permission before collecting and tracking their data. While it affects everyone who writes iOS apps, it will directly impact Facebook’s business: Facebook uses its tracking data capabilities to serve targeted ads.

On a blog back in August, Facebook wrote that it may have to shut down Audience Network for iOS, the ad personalization tool in third-party apps. ” This is not the change we wanted, but unfortunately, Apple’s iOS 14 update forced us to make this decision.

Complaints from Facebook and other developers forced Apple to delay enabling the feature until 2021 to give them time to make the necessary changes.

Most recently, Facebook fueled the fight by buying full-page ads in newspapers such as the New York Times, the Washington Post, and the Wall Street Journal. The company claims the change in iOS 14 will hurt small businesses advertising on the Facebook platform.

In response to this, an Apple spokesperson affirmed: ” Users should know when their data is collected and shared across applications and websites, and they should have the choice to allow it or not .”

In 2021, Epic Games will meet with Apple in court during the trial alleging that Apple has committed non-competitive behavior. Although Facebook did not participate in the lawsuit, there was information that social media would assist Epic Games in the trial.

According to BI

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Source : Genk