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Apple Continues Its Lengthy Battle Against Meta Over App Tracking Transparency By Requesting The NTIA For Comments

Apple and Meta are continuing their long battle in the courtroom as the two tech giants will come face to face over the former’s adoption of app tracking transparency.

As a part of Apple’s latest move, the tech giant was seen requesting the National Telecommunications & Information Administration for a copy of the comments submitted.

The ATT was seen paving the way with a short overview of Apple's iOS 14.5 that was launched last year and ever since then, numerous social media companies like Meta have brought forward their complaints on the matter.

They continue to cite how it has had a negative effect on their streams of revenue with the proof being provided in the form of earnings reports.

In April, we saw the NTIA ask for comments through an executive release on how it wished to conduct a study to assess the overall current conditions prevalent in today’s mobile ecosystem. This report would further be sent out to the Competition Council inside the White House.

Similarly, all findings and further recommendations on how the system could be better managed would also be given while eliminating any barriers along the way as a means of benefiting all of the stakeholders involved.

Hence, the NTIA was simply requesting comments in regards to competition over the ecosystem where a plethora of mobile applications exists.


Keeping these workings of the ATT aside, we saw Meta’s legal filing mention boldly how it believed Apple was engaged in anti-competitive tactics that were related to both web browsing and other entertainment sources like gaming.

But Apple was quick to release a statement regarding this matter. They claim that today’s competitive market is something they have full faith in. And with their exclusive App Store, they’re assisted millions of others around the globe transform their best ideas into a series of applications that can bring huge changes in the world.

Similarly, Apple referred to its App Store as one that can boost growth with great turbo-charging power while giving both large-scale and small-scale developers the incentive to flourish in today’s industry.

They acknowledge how Meta’s apps like WhatsApp, Facebook, and Instagram are among the leading apps in the App Store. Hence, they’ve got no problem in supporting this community of developers, with a further affirmation of how they’d like to continue working with that plan in mind.

Apple has sent out a constant reminder of how privacy has been and will always be their primary focus as that’s something that they firmly believe in, adding that all users are solely entitled to their own data.

Whether or not any user wishes to share their data with others like third parties is a decision that only lies with them. Hence, that’s where Apple began complementing its ATT which provides users with this right.

Similarly, the ATT asks users if they’re willing to share their information with others such as apps that can track them via the linking of personal details through data taken from third parties. Apple concluded by mentioning how the rule applies to all developers including those at their own company.

And after receiving a great amount of support from different regulators as well as privacy advocates about this feature, they can’t seem to understand why others are having issues comprehending.

Since then, we’ve seen Meta file a series of comments with the NTIA and now Apple wants a copy of them.

These included Meta questioning the significance of pop-up texts that Apple uses for its iPhone users. They claim this is simply another way to collect users’ data through third parties such as tracking apps. Additionally, Meta says Apple tries to disguise such behavior by mentioning the term ‘personalized ads’.

But Apple immediately intervened, mentioning how it has always given its users the choice to control their apps in regards to ad personalization. This has taken place for years.

Other comments included Meta calling out the ATT of Apple for making mobile marketing through ads less impactful by increasing the expenses of advertisers while slashing the revenue of developers. And that end result is nothing but poor-quality ads for users.

On the contrary, Meta says the ATT has been designed in such a manner that it gives Apple more benefits in the short and long term as can be seen with the firm’s explosive growth in the ads industry.

Meta also points out how the ATT has forced a large number of app developers to switch their streams of monetization from advertisement-based to those related to fee-based. Moreover, the company has been accused of collecting commissions from the amount generated too. We’re talking 15% to 30%.

On the gaming front, Meta accuses Apple of banning cloud games or limiting them, adding how games from the HTML-5 were no longer allowed to add features that enable developers to make money through iOS.

And in the world of web browsing, Meta claims Apple’s stringent policies in regard to independent web browsing means so many apps can’t emerge as strong competitors to the native ones on the platform.

Remember, Apple has only allowed its web browsers on iOS to make use of a WebKit. This is a demoted version of Safari that is used to render different pages on the web.

Therefore, Apple indirectly prevents users from giving customers a worthwhile, fast, and robust web browsing experience.

In conclusion, Meta says that Apple’s strict policies on different third-party browsers, gaming applications, and the general functioning of the ATT are halting developers from giving users a worthwhile cross-app experience.


H/T: AW.

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