When Apple CEO Tim Cook told iPhone users that Facebook tracks 'you' across apps
Apple CEO Tim Cook's 2020 push for user privacy led to the implementation of App Tracking Transparency (ATT) in iOS 14.5. This feature requires apps to obtain explicit user consent before tracking activity across third-party platforms, significantly impacting the business models of companies like Meta.
Why it matters
This shift represents a major turning point in digital privacy regulations and the advertising industry's ability to collect consumer data.
Apple has developed much of its brand image around privacy, making it not just a feature, but a key differentiator to competitors such as Google and Meta, whose business models rely heavily on targeted advertising and data collection. In 2020, Apple CEO Tim Cook delivered a direct message to iPhone users worldwide regarding online privacy. He emphasised that social media platforms like Facebook must explicitly ask for user permission before tracking their activity across third-party apps and websites.“We believe users should have the choice over the data that is being collected about them and how it’s used.
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