In a preview of an interview with New York Times‘Kara Swisher, due out Monday, April 5, said Apple CEO Tim Cook was “shocked” by the criticism Apple has received in recent months over upcoming privacy changes in iOS, claiming they are “difficult to argue against.”
Apple plans to start enforcing App Tracking Transparency (ATT) changes after the release of iOS 14.5, which means that all apps that have access to an iPhone’s ad identifier or IDFA must ask the user’s permission before tracking is allowed.
The move has provoked criticism from some companies, especially Facebook, which claims that the new changes will harm small businesses.
Facebook says that small businesses rely on tracking to provide personalized ads, and that with ATT, these ads will be less effective. Asked in the interview how ATT will affect Facebook, however, Cook said he “is not focused on Facebook” and that he does not know.
Swisher asked, “What is your response to Facebook’s response – which is quite hefty – and really calls you an existential crisis for their business?” Cook replied: “All we do, Kara, is give the user the choice of whether or not to track them. And I think it’s hard to argue against that. I have been – I have been shocked that there has been a setback in this in this degree. “
Facebook originally went all the way towards ATT; However, the company has recently changed the tone. Facebook CEO Mark Zuckerberg now claims that it is possible that the new change could benefit Facebook by giving it the upper hand in the electronic commerce area.
We may even be in a stronger position if Apple’s changes encourage more companies to trade more on our platforms by making it harder for them to use their data to find the customers who want to use their products. outside our platforms.
Cook’s latest comments are just an excerpt from the full interview to be published on Monday, in which the CEO discusses the removal of Pearls from the App Store, the power of Big Tech, and what it’s like to be called “Tim Apple.”