By Deepa Seetharaman, Emily Glazer and Tim Higgins
Facebook Inc. Chief Executive Mark Zuckerberg has groused for
years that Apple Inc. and its leader, Tim Cook, have too much sway
over the social-media giant's business. In 2018, his anger boiled
over.
Facebook was embroiled in controversy over its data-collection
practices. Mr. Cook piled on i n a national television interview,
saying his own company would never have found itself in such a jam.
Mr. Zuckerberg shot back that Mr. Cook's comments were "extremely
glib" and "not at all aligned with the truth."
In private, Mr. Zuckerberg was even harsher. "We need to inflict
pain," he told his team, for treating the company so poorly,
according to people familiar with the exchange.
It wasn't the first time -- or the last -- that Mr. Cook's
comments and actions would leave Mr. Zuckerberg seething and, at
times, plotting to get back at Apple. The escalation of grievances
erupted late last month in a rare public tit-for-tat between the
two tech giants that laid bare the simmering animosity between
their leaders, who exchanged jabs about privacy, app-tracking tools
and, ultimately, their dueling visions about the future of the
internet.
Apple has positioned itself as the protector of digital privacy,
upholding a greater good, while often leveling criticisms at
Facebook's business model -- without naming the company. All of
that grates on Facebook, which sees Apple as overreaching in a way
that threatens Facebook's existence, and hypocritical, including by
doing extensive business is China where privacy is scarce. A 2017
attempt to address tensions through a face-to-face meeting between
the two CEOs resulted in a tense standoff.
The trigger last month was a new privacy tool the iPhone maker
plans to roll out that will further restrict Facebook's ability to
collect data. Mr. Zuckerberg accused Apple on an earnings call of
using its platform to interfere with how Facebook apps work. Mr.
Cook, without naming Facebook, delivered an online speech
condemning "conspiracy theories juiced by algorithms" -- a jab that
came just days after the Capitol riot.
At stake is how the internet will evolve and which companies
will dominate it. Facebook and Apple's visions are diverging and
increasingly incompatible. Facebook wants to capture and monetize
eyeballs on every possible device and platform. Apple wants to draw
users to its own hardware-centric universe, partly by marketing
itself as a privacy-focused company. The outcome of the battle
could affect what kinds of information users see when they browse
the internet.
The war of words and ideas will ultimately play out in court,
regulatory agencies and user decisions as both companies defend
themselves against antitrust investigations. The potential
regulatory settlements and legal decisions are likely to affect
hundreds of millions of consumers' phones in coming years.
A Facebook spokeswoman, Dani Lever, said the choice between
personalized services and privacy was a "false trade-off," and that
Facebook provides both. "This is not about two companies. This is
about the future of the free internet," she said, asserting that
small businesses, app developers and consumers lose out under
Apple's new rules. "Apple claims this is about privacy, but it's
about profit, and we're joining others to point out their
self-preferencing, anticompetitive behavior."
She denied that the dispute between the two companies is
personal, and said that Facebook is "deliberately standing up to
Apple" on behalf of businesses and developers hurt by the new
policy.
An Apple spokesman declined to respond to Ms. Lever's
comments.
Sen. Mike Lee of Utah, the leading Republican on the Senate
antitrust subcommittee, said: "This feud sits at the nexus of
privacy and antitrust. We don't want to impose regulation that just
ends up protecting incumbents and entrenching monopolies. Facebook
keeps voicing its support for 'internet regulation,' and it's not
because it wants to help competition."
Advisers to the two companies, including law firms and
lobbyists, are growing concerned that they won't be able to work
for both tech giants, people who work for the firms said.
In personality terms, the two men differ greatly. Mr.
Zuckerberg, 36 years old, is a hacker-turned-Harvard-dropout who
once touted the end of privacy as a social norm. Mr. Cook, 60, who
hails from Alabama, has been a deeply private man who rose through
the company as a specialist in supply-chain logistics.
Mr. Zuckerberg built Facebook on the concept of radical
openness, and he is determined to keep the company at the heart of
global connectivity, with free services supported by targeted
advertising. Some people familiar with Mr. Zuckerberg's thinking
said he has taken Apple's broadsides personally, running the risk
of distracting him at a time when Facebook is fighting many other
battles in the U.S. and abroad over antitrust and content
moderation.
Mr. Cook, former deputy to Apple co-founder Steve Jobs, plans to
carve out an experience for users free of what he portrays as
invasive tracking. His position on privacy, which harks back to the
days of the late Mr. Jobs, is made somewhat easier by the fact that
much of Apple's business comes from the sale of iPhones, iPads and
computers, not ads.
As Apple and Facebook have evolved, they increasingly compete
head-to-head in some areas. With iPhone sales possibly peaking, Mr.
Cook has pushed Apple to bolster and develop digital services. Its
iMessage chat system competes for user attention with Facebook
offerings such as WhatsApp. Facebook is developing more hardware
devices. Both companies are investing in payments systems.
Apple also receives billions of dollars a year from Alphabet
Inc.'s Google , for making the search giant the default search
engine on Apple's Safari browser. Google's profits are largely
derived from the kind of data-gathering on users that Mr. Cook and
other Apple leaders have sharply criticized Facebook for doing.
Publicly, Mr. Zuckerberg has identified Apple as one of
Facebook's most formidable competitors. Privately, he and other
Facebook employees have been waging a campaign against Apple,
asserting in meetings and communications with government officials,
antitrust regulators and advertisers that the company is abusing
its power and deserves more regulatory scrutiny, according to
people familiar with the matter.
On an earnings call in late January, Mr. Zuckerberg said: "Apple
has every incentive to use their dominant platform position to
interfere with how our apps and other apps work."
Apple has ratcheted up its privacy controls, preparing to roll
out a new feature this spring that will allow users to limit the
ability of apps to track what they are doing on their phones.
Late last month, in his online speech on International Privacy
Day, Mr. Cook made clear where he stood, without naming Facebook.
"If a business is built on misleading users, on data exploitation,
on choices that are no choices at all, then it does not deserve our
praise -- it deserves reform," he said.
Relations weren't always so strained. Back in 2014, when Mr.
Cook seemed more focused on the business threat posed by Google's
Android operating system, he called Facebook a "partner."
The rise of the smartphone, driven in large part to Apple's
iPhone, led Facebook in 2012 into the world of mobile apps. As app
use increased, new questions arose about user privacy. Already,
Apple was working on the matter internally.
Before his death in 2011, Mr. Jobs had spoken publicly about the
matter at an event held by The Wall Street Journal. "I believe
people are smart, and some people want to share more data than
other people do," he said. "Ask them. Ask them every time. Make
them tell you to stop asking them if they get tired of asking them.
Let them know precisely what you're going to do with their
data."
Apple subsequently rolled out features and software aimed at
making privacy features easier to use and more secure. It
introduced the Touch ID fingerprint scanner in 2013 and new
software in 2014 that encrypted users' photos, messages and other
data in a way that meant the company could no longer extract the
information from a locked phone.
The issue drew public attention after Edward Snowden leaked
secrets that exposed U.S. government data-collection programs and
Apple battled with federal investigators who sought data from the
iPhone of a gunman who killed 14 in a San Bernardino, Calif.,
massacre. Apple declined to allow the government a method to bypass
the phone's passcode, although the issue cooled when the Federal
Bureau of Investigation found a third-party tool to hack the
phone.
In public, Mr. Cook emphasized that Apple's business wasn't
based on collecting user information, urging users to "follow the
money" to see whether companies are profiting from gathering
personal data.
Such comments rankled Mr. Zuckerberg and other Facebook
executives, who bristled at the notion that advertising was out of
step with customers and publicly questioned what they deemed the
high prices of Apple's products, people who worked with them said.
Some Facebook employees considered it hypocritical of Apple to
embrace a public image of privacy consciousness when it did
extensive business in China, some of the people said.
Facebook executives were unhappy with the pace at which Apple
approved its app updates. Mr. Zuckerberg grumbled that Mr. Cook
might be personally intervening to slow things down, according to
people familiar with the discussions.
At various times, Mr. Zuckerberg proposed to his deputies,
sometimes by email, that Facebook should delay launching new
products on Apple devices and instead give the rival Android
operating system an exclusive window, according to people familiar
with the matter. Facebook didn't do so.
In 2017, during the annual gathering of technology and media
executives in Sun Valley, Idaho, Mr. Zuckerberg had a face-to-face
meeting to confront Mr. Cook about the mounting tensions.
The meeting didn't go well. Mr. Zuckerberg upbraided Mr. Cook
about the app-review delays and other problems between the two
companies. Mr. Cook appeared unwilling to give ground, and Mr.
Zuckerberg felt he was abrasive, according to people debriefed on
the conversation.
In early 2018, Facebook revealed that Cambridge Analytica, a
firm that helped Donald Trump's presidential campaign, had
improperly used the social-media platform's data, amplifying long
standing fears about the enormous amount of information it gathers
from users.
Asked on MSNBC what he would do if he were Facebook's CEO, Mr.
Cook said: "I wouldn't be in this situation."
Current and former Facebook employees said Mr. Cook's comments
left many inside the company feeling that Apple was unfairly
picking on them, with executives grumbling that Mr. Cook wasn't
singling out their social-media rivals in the same way.
Facebook lawyers and communications executives discussed how to
drum up antitrust concerns about Apple through lobbying groups,
directly appealing to regulators or filing an antitrust lawsuit,
according to people familiar with the matter. Mr. Zuckerberg
decided it was best not to get publicly aggressive at the time, one
of the people said.
As Facebook stewed, Apple introduced during its 2018 software
conference new features for iMessage that resembled social-media
tools, such as group video chat, while also introducing a privacy
tool for its web browser that aimed to limit personal data that
apps like Facebook could collect. During the presentation, Apple
featured Facebook in its examples of how it worked.
Facebook's own actions were drawing scrutiny by Apple. In 2018,
after Apple found that a Facebook data-security app called Onavo
violated its data-collection policies, Facebook pulled the app.
In early 2019, after discovering another Facebook app skirting
Apple's rules, Apple banned a Facebook research app and a number of
internal developer apps used by Facebook employees. The ban of
internal Facebook apps severely disrupted the company's operations
for a short period.
Apple began working on even more aggressive privacy tools. Last
summer, it announced the App Tracking Transparency tool, which
hasn't yet been rolled out. As part of its latest operating
software, Apple said, it would allow ad tracking only if consumers
opt in when they receive a prompt on an iPhone or iPad.
The change means that Facebook or other companies would no
longer be able to collect a person's advertising identifier without
permission. The ad identifier, a string of numbers, is widely used
by digital ad and data brokers to track where users go online.
In the face of pushback from Facebook and others, Apple delayed
the rollout of the new tool for a few months, but said late last
month it will arrive early this spring.
Facebook said the new tool poses a threat to its business.
"Apple's changes will benefit them, while hurting the industry
and the ability for businesses of all sizes to market themselves
efficiently and grow through personalized advertising," Facebook
wrote in an email to political advertisers in mid-December that was
reviewed by the Journal. "We disagree with Apple's approach and
solution, yet we have no choice but to show the prompt....If we
don't, we believe they will block Facebook and other apps from the
App Store which may further harm the businesses and users that rely
on our services."
Late last year, Facebook executives, including Mr. Zuckerberg,
deliberated joining the high-profile legal battle against Apple by
Epic Games Inc., the company behind the popular videogame
"Fortnite," which accused Apple of exerting too much control over
pricing, a person familiar with the matter said. Apple has said its
commission is in line with other app marketplaces.
In December, Facebook said it would assist Epic by providing
supporting materials and documents, though it didn't join the
lawsuit. That same week, Facebook placed full-page ads on the
matter in several newspapers, including the Journal. "We're
standing up to Apple for small businesses everywhere," the ads
said.
Faced with litigation from the Federal Trade Commission and
state attorneys general over allegedly anticompetitive practices,
Facebook has argued that competition from Apple and other tech
companies show Facebook isn't a monopoly.
Meanwhile, the war of words continues.
Apple's planned privacy changes, Mr. Zuckerberg said late last
month, affect "the growth of millions of businesses around the
world."
After decrying business models built on algorithms, without
naming Facebook, Mr. Cook said: "A social dilemma cannot be allowed
to become a social catastrophe."
--Jeff Horwitz contributed to this article.
Write to Deepa Seetharaman at Deepa.Seetharaman@wsj.com, Emily
Glazer at emily.glazer@wsj.com and Tim Higgins at
Tim.Higgins@WSJ.com
(END) Dow Jones Newswires
February 13, 2021 00:14 ET (05:14 GMT)
Copyright (c) 2021 Dow Jones & Company, Inc.
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