Tim Cook Responds to Facebook Criticism of iOS App Tracking Transparency Changes, Says It's 'Hard To Argue Against' Privacy

In a preview of an interview with The New York Times' Kara Swisher, set to be published on Monday, April 5, Apple CEO Tim Cook said he's "shocked" at the criticism Apple has received in recent months over upcoming privacy changes in iOS, and claimed that they're "hard to argue against."

tim cook data privacy day
Apple plans to begin enforcing App Tracking Transparency (ATT) changes following the release of iOS 14.5, meaning all apps that access an iPhone's ad identifier, or IDFA, will need to ask a user's permission before tracking is allowed.

The move has provoked criticism from some companies, particularly Facebook, which argues that the new changes will hurt small businesses.

Facebook says that small businesses rely on tracking to provide personalized ads and that with ATT, those ads will be less effective. However, when asked in the interview how ATT will impact Facebook, Cook said he's "not focused on Facebook" and that he doesn't know.

Swisher asked: "What is your response to Facebook's response — which is quite vehement — calling you essentially an existential crisis to their business?" Cook answered: " All we're doing, Kara, is giving the user the choice whether to be tracked or not. And I think it's hard to argue against that. I've been — I've been shocked that there's been pushback on this to this degree."

Facebook initially went all out against ATT; however, the company has recently shifted its tone. Facebook CEO Mark Zuckerberg now claims it's possible that the new change may benefit Facebook by giving it an upper hand in the online commerce space.

It's possible that we may even be in a stronger position if Apple's changes encourage more businesses to conduct more commerce on our platforms by making it harder for them to use their data in order to find the customers that would want to use their products outside of our platforms.

Cook's latest comments are just a snippet of the full interview set to be published on Monday in which the CEO discusses the removal of Parler from the App Store, the power of Big Tech, and what it's like being called "Tim Apple."

Popular Stories

iOS 18 Mock iPhone 16 Feature Gray

Revealed: iOS 18 Works With These iPhone Models

Monday June 10, 2024 3:57 am PDT by
iOS 18 will be compatible with the same iPhone models as iOS 17, according to a post on X today from a private account with a proven track record of sharing build numbers for upcoming iOS updates. iOS 18 will be compatible with the iPhone XR, and hence also the iPhone XS and iPhone XS Max models with the same A12 Bionic chip, but older iPhone models will miss out. Here is the full...
ios 18 tile summary

Apple Announces iOS 18 With New Customization Features, Redesigned Photos App, and More

Monday June 10, 2024 10:17 am PDT by
Apple today previewed iOS 18, the next major update to the operating system for the iPhone, with new customization features, a redesigned Photos app, and more. iOS 18 features new customization tools for the Home Screen. App icons now feature Dark Mode and users can tint them with a color to create a unique look. Apps can also now be placed anywhere on the Home Screen freely. The Control...
WWDC24 Live Coverage Article

WWDC 2024 Apple Event Live Keynote Coverage: iOS 18, Apple's AI Push, and More

Monday June 10, 2024 9:20 am PDT by
Apple's Worldwide Developers Conference (WWDC) starts today with the traditional keynote kicking things off at 10:00 a.m. Pacific Time. MacRumors is on hand for the event and we'll be sharing details and our thoughts throughout the day. We're expecting to see a number of software-related announcements with a focus on Apple's efforts to infuse AI throughout its operating systems and apps....
iOS 18 Siri Integrated Feature

Massive iPhone Upgrade Coming This Week But These Devices Will Miss Out

Sunday June 9, 2024 1:25 pm PDT by
Apple is planning a major AI overhaul in iOS 18, with a feature set it is referring to as "Apple Intelligence." However, these new features will not work on older iPhones, even if they do appear on the new operating system's device compatibility list. Apple's initial AI roadmap for iOS 18 is said to come in two parts: Basic AI features that will be processed on-device, and more advanced...
Next Gen CarPlay WWDC24 1

Apple Provides Updated Look at Next-Generation CarPlay at WWDC 2024

Monday June 10, 2024 7:11 pm PDT by
Apple today shared a few WWDC 2024 coding sessions related to its upcoming next-generation CarPlay system ahead of its launch later this year. The sessions include lots of updated next-generation CarPlay images, with one revealing new Vehicle, Media, and Climate apps in action for the first time. MacRumors previously discovered evidence of these apps in the iOS 17.4 beta. Next-generation...
m3 macbook air purple

Amazon Introduces Record Low Prices on Every M3 MacBook Air

Sunday June 9, 2024 7:57 am PDT by
On Friday we tracked new all-time low prices on the 13-inch M3 MacBook Air, and today Amazon has expanded this sale with record low prices on the 15-inch models as well. Thanks to these additional deals, every single model of the M3 MacBook Air is now available at an all-time low price. Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a purchase, we may...

Top Rated Comments

MacBH928 Avatar
42 months ago
Just ban FB apps for unethical business behaviour like they ban tabacco ads
Score: 34 Votes (Like | Disagree)
Vol Braakzakje Avatar
42 months ago
Wow! Many [S]FacePoop[/S] Facebook trolls in here!

Don't buy into it people. Facebook is trying so hard to be the good guy here. But they are not.
Score: 33 Votes (Like | Disagree)
xyz01 Avatar
42 months ago

Says the CEO of a company which literally recorded people’s conversations without their knowledge and sent them to third party contractors! Kudos to focus on privacy but for the love of god start practicing what you preach.
The full context here is that these snippets were anonymous, and no longer connected to a user. It would also not be entire conversations, but situations that triggered Siri and Siri didn't understand.

Sure, it's better now where you are asked when you set up the device and then the same thing happens as before - but I just don't see that as a big deal.

There are aspects of Apple's business I find problematic (usually ones related to using position in one market to get positions in others), but privacy is not one of them.
Score: 26 Votes (Like | Disagree)
George Dawes Avatar
42 months ago
?‍♀️
Facebook cares about small business ? Really ?
Score: 20 Votes (Like | Disagree)
Realityck Avatar
42 months ago
Maybe we be more sympathetic if Facebook actually respected and protected user data, but they don't.

[HEADING=2]Facebook’s Data Breaches – A Timeline ('https://selfkey.org/facebooks-data-breaches-a-timeline/')[/HEADING]
Score: 16 Votes (Like | Disagree)
Jazz Baby Avatar
42 months ago
Facebook trolls on Macrumors, fake supporters of Amazon tweeting how great Amazon is. Seems to me Putin's Play Book has found some friends in 'Merica.
Score: 15 Votes (Like | Disagree)