The new iOS 14.5 update includes an “App Tracking Transparency”
Forcing people to pay for its services goes against Facebook’s business model and would anger its users and investors. The company is unlikely to take such a step. This popup is an attempt to scare or make users guilty of enabling tracking, which could reduce the financial impact of App Tracking Transparency on Facebook’s advertising activity.
Yes, internal Facebook memos leaked last week say advertisers should expect a smaller ad audience due to the iPhone’s new App Tracking Transparency feature. Certain types of ads, such as mobile app installs, are useless if iPhone users opt out of Facebook and Instagram following. Reduced ad activity could lead to reduced profits for Facebook, but The Zuck says his business will be fine.
In a recent Clubhouse interview, Mark Zuckerberg stated that Facebook will have no problem navigating Apple’s new privacy controls. In fact, he argues that the anti-tracking tools could force companies to sell their goods directly through Facebook and Instagram because of the diminished effectiveness of ads.
So not only is Facebook’s new iOS 14.5 popup a thinly disguised scare tactic, it’s misleading. Facebook could take advantage of the new App Tracking Transparency feature, and failing that, the company still won’t charge users for its services. If you’re using an iPhone with iOS 14.5, it’s up to you to decide how to use this information.
Source: The Verge, 9to5Mac, CNBC