Apple’s App Tracking

CONTROVERSY WITH FB

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 What is Apple’s App Tracking Feature

Asked all App developers to request

Rolled out with the iOS &
users to track their activity across
iPadOS 14.5 in April 2021
other apps and websites

Strengthened Apple’s belief Gave users control over what is

“Privacy being built in from the being collected and whether they
beginning” want to let the apps collect the
data

Welcomed by users, but was Allowed the users to permanently

criticized by app developers and disable apps from even requesting
other tech giants for permission from Settings

Stops Cross-Device tracking

 Controversy with Apple’s App Tracking feature

Apple has given its Facebook alleges apple has made this move for their own competitive
users more control interests
over their data and ➢ Forcing consumers to turn to in app purchases and subscriptions
transparency into ➢ Facebook faces up to a 7% decline in second quarter revenue if 80% of its
what is being users block the company from tracking them on iPhones
collected ➢ Small merchants will have trouble in targeting ads to consumers
 Apple’s Approach to Privacy

Privacy is built from Does not collect any Does not share user E2E encryption
Differential Privacy
the beginning PII data with 3rd party across services

Privacy Information App Privacy Report App Tracking Transparency Privacy Nutrition Labels Pasteboard Transparency

Developers can use Apple’s Touch ID, Face ID and Core ML APIs, 256-bit encryption and app transport security to build
apps that keep your data secure. All apps are sandboxed to better protect your personal information.
 Apple’s Approach to Privacy

Providing Control in Does not allow for Transparency in the Application Complies with GDPR
User’s hands Surveillance blood Sandboxing Guidelines

Location Data Two-factor Authentication Password Monitoring Sign-in with Apple Data & Privacy Page
 Facebook’s Approach to Privacy

Starts as a platform to Beacon- companies Bug & Mood Facbeook’s power being in
connect friends & could track purchases manipulation- In 2013 an question strict laws across
family,creating a by Facebook users and app bug exposed phone Europe and more strict
personal page with then notify their number and email address norms in America, stress
modicum information Facebook friends of of 6 million people. Mood more transparent operations
shared. New features what had been bought - experiment was done to of facbook. They
added continuously and - many times without show how emotions could rollout principles such as
exponentially growing any user consent. spread on social media, for Private interactions,
with Free-and-Easy Outraged many people half a million random encryptions,reduced
business model. and in a lawsuit, court people were shown permanence ,safety,-
ordered to role back it positive or negative interoperability,secure data
with penalty. feedback. storage as new privacy
approach.
2004 2007 2013-14 2020
Cambridge Analytica
2006 2008-12 data scandal- 50 million
user’s personal data was
being compromised.
Facebool connect and GDPR – law’s
Newsfeed introduced Facebook exchange- implementes in Europe ,
caused many users to be Storing Data - falsely setting strict guidelines
wary of their privacy, claimed that third-party facebook agrees
since now people can apps were able to access compliance
trace their activity on the only the data they needed
feed.Ads became a to operate. In fact, the
business model for
them.Data Related to
apps could access nearly
all of a user’s personal
2018-19
individual being collected. data.
 Impact on Various Stakeholders

Apple FB

• Better control of data. • Personalized ads for things that consumers

• Transparency in data collection. require.
Consumers

• Less chances of data manipulation. • Unaware of data collected.

• Might result into paying for access to • Data sent to associated third parties
certain content on internet • Allows for free internet

• Restricted access to user data • Reach to consumers who are fit for
• User can decide not to share data at all the business.
• No targeted or personalized ads for users who
Third Parties

• Targeted ads increasing the click to

don't share data. conversion ratio
• Might have to move to in-app purchases and • Promotes small scale business
subscription model, which will increase cost
and might lose users
 Conclusion and Recommendations

• On one hand, Apple’s app tracking provides control to users in terms of data collection and handling of their personal
information
• On the other hand, it decreases the control of advertisers and other service providers to generate revenue from the user
data
• We need to understand, that our data that companies collect will be the key in keeping the internet a free-space, as it is
now
• Giving the control to users can be drastic for advertisers who are dependent on such data as with in the first 2 months
with App tracking, 96% of users opted out of being tracked according to Apple Analytics
• As already claimed by Mark Zuckerberg that this might push internet services like Facebook towards being subscription
based instead of free to all users
• There needs to be a balance between user privacy and control, and the data collection by the companies in order to
generate sufficient revenue from their operations
• Sufficient regulations need to be in place to define what kind of user data can be collected by the companies, keeping
aside critical information like PII
 References

• https://www.nbcnews.com/tech/social-media/timeline-facebook-s-privacy-issues-its-responses-n859651
• Facebook Faces the Regulators , Debora L. Spar - HBS Publication
• https://privacy.apple.com/account
• https://www.apple.com/in/privacy/features/
• https://www.forbes.com/sites/bernardmarr/2021/02/19/apple-vs-facebook--who-will-win-the-data-privacy-war/?sh=5fd303455e14
• https://www.apple.com/in/privacy/approach-to-privacy/index.html
Thank You