Apple's Privacy Features Have Cost Social Media Companies Nearly $10 Billion in Revenue

As a result of its privacy features, Apple has cost social media companies including Meta, formerly known as Facebook, Twitter, Snapchat, and YouTube, nearly $10 billion in revenue in the second half of 2021, according to an investigation by the Financial Times.

craig wwdc 2021 privacy
The Financial Times found that most users have opted out of tracking using Apple's App Tracking Transparency (ATT) framework, a requirement that forces developers to ask users if they wish to be tracked across other apps and websites. Data in the report from Lotame, a third-party company, suggests that Meta, YouTube, Twitter, and Snap lost $9.85 billion in revenue in the third and fourth quarters of 2021, with Snapchat and Facebook being the most impacted.

Lotame, an advertising technology company whose clients include The Weather Company and McClatchy, estimated that the four tech platforms lost 12 percent of revenue in the third and fourth quarters, or $9.85bn. Snap fared the worst as a percentage of its business because of its focus on smartphones, while Facebook lost the most in absolute terms because of its size.

ATT has caused social media giants who rely heavily on their ad models, such as Meta, to be remarkably worried about the repercussions of giving users a choice on whether they wish to be tracked or not.

Meta, in particular, has used the narrative that ATT will hurt small businesses that run targeted ads for potential customers. If users tap "Ask App Not to Track" when shown the prompt on initial app launch on newer versions of iOS and iPadOS, that app has considerably fewer data points to use to show them "personalized ads."

Last week, Meta CEO Mark Zuckerberg blamed Apple's privacy changes for Meta's lackluster performance this year. Other Meta executives also pointed the finger towards the Cupertino tech giant, claiming that its business would have done better if not for Apple's privacy rules.

Meta’s revenue was impacted by 13.1% percent due to ATT, while Twitter was only impacted by 7.4%. Twitter told the Financial Times that it was less impacted because its "ads rely more on context and branding than on tracking consumers' mobile habits."

Popular Stories

Tim Cook Rainbow

Apple Event in October? Here's What to Expect

Monday September 29, 2025 9:31 am PDT by
Apple's annual iPhone event is in the rearview mirror, but rumors suggest the company plans to release a handful of additional products before the year ends. Will there be another Apple event this October? We discuss the possibility below. Apple in October Apple's most recent October events were in 2021 and 2023. In 2022 and 2024, Apple did not host an October event. Instead, it...
Home Hub Command Center with Dome Base Feature

Apple Working on All-New Operating System

Thursday September 25, 2025 1:11 pm PDT by
Apple is developing an all-new operating system codenamed "Charismatic," according to Bloomberg's Mark Gurman. Apple smart home hub concept based on rumors This is likely Apple's long-rumored "homeOS" operating system. In a report last month, Gurman said both Apple's rumored smart home hub in 2026 and tabletop robot in 2027 will run the new operating system. He said the software platform ...
Apple MacBook Pro M4 hero

New MacBook Pro Nears Mass Production, But Four Bigger Upgrades Expected Next Year

Sunday September 28, 2025 2:08 pm PDT by
Apple's next MacBook Pro models will enter mass production soon, according to the latest information shared by Bloomberg's Mark Gurman. In his Power On newsletter today, Gurman said he continues to believe the new MacBook Pro models will be released at some point between late 2025 and the first quarter of 2026, meaning they should be available to order by March at the latest. Apple often...
maxresdefault

New iPad Pro With M5 Chip Leaked in Unboxing Video

Tuesday September 30, 2025 8:39 am PDT by
An apparent unboxing video for an unannounced iPad Pro with the M5 chip was uploaded to YouTube today by Russian channel Wylsacom. The same YouTube account leaked the 14-inch MacBook Pro with the M4 chip before it was announced by Apple last year, so this is likely a legitimate leak. Based on the box shown in the video, this appears to be a 13-inch iPad Pro with an M5 chip, 256GB of...
iOS 26

Apple Releases iOS 26.0.1 With Fixes for Wi-Fi, Cellular, and Camera Issues on iPhone 17 Models

Monday September 29, 2025 10:12 am PDT by
Apple today released iOS 26.0.1 and iPadOS 26.0.1, the first updates to the iOS 26 and iPadOS 26 operating systems that came out earlier this week. The new software can be downloaded on eligible iPhones and iPads over-the-air by going to Settings > General > Software Update. According to Apple's release notes for the update, iOS 26.0.1 addresses a bug that could cause aberrations in...
iOS 26

Apple Continues to Prepare iOS 26.0.1 With Multiple Bug Fixes Expected

Sunday September 28, 2025 1:30 pm PDT by
Apple is preparing to release iOS 26.0.1, according to a private account on X with a proven track record of sharing information about future iOS versions. The account initially said iOS 26.0.1 would have a build number of 23A350, but they now expect the update to have a build number of 23A355. This suggests that the software update will include more bug fixes or changes than initially...
apple wallet drivers license feature iPhone 15 pro teal 1

Apple's iPhone Driver's License Feature Now Available in 11 U.S. States

Tuesday September 30, 2025 6:40 am PDT by
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps. Apple recently revealed that the feature would soon be available in North Dakota, and starting today, the feature has officially gone...
fcc vision pro leak

FCC Accidentally Leaks Apple's Next Vision Pro

Tuesday September 30, 2025 3:48 pm PDT by
The United States Federal Communications Commission (FCC) has seemingly confirmed Apple's work on an updated version of the Vision Pro headset. One of several documents the FCC shared today references an Apple-designed "Head Mounted Device" with a model number of A3416. An included image confirms the device is a Vision Pro. The FCC's uploads are transmission tests, SAR test reports, and...
macbook pro prime day 2025

FCC Leaks Upcoming MacBook Pro and More

Tuesday September 30, 2025 1:58 pm PDT by
The United States Federal Communications Commission has confirmed Apple's work on a new version of the MacBook Pro and several other products, leaking details on the devices ahead of launch. The FCC published documents that reference model numbers that do not correspond with existing devices. A3434, for example, references an unreleased MacBook Pro, while other numbers are likely for...
LG UltraFine 6K Display TB5

LG UltraFine 6K (32U990A) TB5 Display: Pre-Orders Open September 30

Monday September 29, 2025 6:21 am PDT by
Pre-orders for LG's new UltraFine evo 6K display (model 32U990A) with Thunderbolt 5 support will begin on September 30, according to a major U.S. retailer listing. LG first revealed the 32-inch display at CES 2025 in January, teasing its status as the first monitor to support Thunderbolt 5. At the time, LG only provided high-level specs, but left pricing, availability, and full technical...

Top Rated Comments

IUBall22 Avatar
51 months ago
You just hate to hear it
Score: 41 Votes (Like | Disagree)
CarpalMac Avatar
51 months ago

Good news. Just a heads up to everyone, disable this at an account level and you won’t even be prompted by apps to allow tracking.
Probably just me, but I enjoy the feeling I get when I refuse them permission.
Score: 40 Votes (Like | Disagree)
CarpalMac Avatar
51 months ago
It's a start, but you know what would really hurt Facebook? Uninstalling it and it's awful associated apps. Good riddance.
Score: 31 Votes (Like | Disagree)
dantracht Avatar
51 months ago
Great news to start a Monday. I'm planning on retiring from Meta/Book soon anyway.
Score: 29 Votes (Like | Disagree)
borntrouble Avatar
51 months ago
Thanks Apple!
Score: 29 Votes (Like | Disagree)
NPC Compliant Avatar
51 months ago
Good news, everyone!
Score: 22 Votes (Like | Disagree)