Why Facebook and Google are scared of IOS 14

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Just like every other year, Apple introduced a new version of its iPhone operating system IOS 14 this year in July. It contained so many new features like the home screen with app library, widgets, picture-in-picture mode and many others.

As many of you already know, Apple has a pretty good reputation about how it deals with user privacy or personal data. With this year’s OS update, Apple made some new major changes to make that reputation even stronger.

For example,

You can now give apps your approximate location instead of exact location, or when an app asks to access your photos, you can choose a specific photo to give it access to instead of your whole library. If any app is accessing your camera, it’ll show a green dot in the status bar and if it's accessing your mic it’ll show an amber dot.

But for Facebook and Google, that’s nothing to worry about.

There were some other privacy related features which Apple didn’t mention during the WWDC event. You may already know about random apps accessing your clipboard data issue. But there is something that can affect the advertising revenue of companies like Facebook & Google a lot.

IDFA is an unique randomly generated device code that Apple assigns to every device. Same thing also happens in Android. That code can be accessed by every app. For example, let’s say you watch a lot of science related contents on Facebook. Facebook associates that interest to your IDFA and stores it in their database. When you’re on any other random app that uses Facebook's audience network for monetization. Facebook can access the same IDFA again and find it in their database that you are interested in science related stuff and show you a science related ad.

Same thing also happens with Google Admob.

After the IOS update, app developers have to notify users if their app collects IDFA. If the users don’t want they can easily disable their access. Which is not only going to affect apps from other developers and decrease their ad revenue by 50%, but it’ll be hard for Facebook’s own apps like Instagram, Whatsapp or Messenger to work together and share data with each other.

So is it fair for small app developers? or is it a good step for privacy in the future?

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