Apple CEO Tim Cook shot a series of obscure shots on Facebook and other social media companies on Thursday, intensifying the online privacy struggle and making iPhone manufacturers fight against those who rely on tracking people to help sell ads. Digital services form competition.

“There are still too many people asking,’How much can we get rid of?” Cook said: “When should we ask “What are the consequences?” “What are the consequences of not only tolerating but also rewarding content that undermines the public’s trust in life-saving vaccines? What are the consequences of seeing thousands of users joining extremist groups? And then making recommendations for more algorithms perpetuate?”

At a virtual international conference on computer, privacy and data protection, Cook said: “It’s time to pretend that this approach will not bring polarization, loss of trust and the price of violence.”

Cook never explicitly named Facebook or any other company.But his remarks have no doubt that his oblivion is aimed at social media sites that have been criticized for conspiracy theories, hate speech, and political misinformation, which eventually led to the January 6 riots that surpassed the U.S. Capitol. Congress meets to confirm the election of President Joe Biden

Cook added: “You cannot turn a social dilemma into a social disaster.” This is a Netflix documentary about the corrosive effect of technology (especially social media) on society. The film directly targets how Facebook and its algorithms manipulate nearly 3 billion users to attract them to view the ads that generate most of their revenue.

When Apple was preparing to introduce new privacy controls in early spring to prevent iPhone apps from hiding people secretly, Cook was tolerant. After a delay of more than six months, the feature was officially released. The delay is designed to delay Facebook and other digital services that use such data monitoring to help sell advertising.

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Although Apple did not provide a specific date, the overall timetable announced on Thursday means that the long-awaited security measure called App Tracking Transparency will become part of the iPhone software update, which may be in late March or April. Released sometime.

After Facebook caused strong protests and postponed the security measures planned to be launched in September, Apple had previously stated that it would release it early this year. Apple released the latest schedule update as part of “Data Privacy Day.”

Apple has been working hard to give Facebook and other app makers more time to adapt to a feature that will require iPhone users to explicitly agree to track it. Analysts predict that once a license is required, a large number of users will refuse the license. Currently, unless the installer takes extra steps to enter the iPhone settings to prevent installation, iPhone users are often tracked through installed apps.

Cook said: “In order to succeed, technology does not require a lot of personal data, but a combination of dozens of websites and applications. The advertising industry has existed and has not flourished for decades.”

As a supplement to Cook’s remarks, Apple also released an 11-page report to show how many applications can learn about its users in daily life.

Facebook stepped up its attack on Apple’s new privacy controls in a series of full-page ads in the New York Times, The Wall Street Journal and other national newspapers last month. The campaign shows that if some free digital services cannot compile personal information to customize advertising, they will be hindered. On Wednesday, CEO Mark Zuckerberg questioned Apple’s motives for the change, saying that the iPhone maker “has every incentive” to use its mobile platform to interfere with its text messaging app competitors.

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Zuckerberg said: “Apple may say they are doing this to help people, but these moves clearly show their competitive interests.”

Google also relies on personal data to power the Internet’s largest advertising network, but it did not join Facebook in criticizing Apple’s upcoming tracking controls. Google became the default search engine for the iPhone, thereby profiting from Google. It is estimated that Google pays US$9 billion (approximately Rs 65,700 crore) to US$12 billion (approximately Rs 87,600 crore) to Apple every year as a valuable payment to Apple.

But Google warned in its blog on Wednesday that Apple’s new controls will have a major impact on iPhone advertising revenue for other applications on its digital network. Google said that “a few” of its own iPhone apps will be affected by the new requirements, but plans to change them so that they will not be affected by Apple’s new controls. It did not determine which applications.

“Google has always been committed to maintaining a vibrant and open application ecosystem that allows people to access a variety of ad-supported content with confidence and respect their privacy and choices with confidence,” wrote Christophe Combette, Google Ads Group Product Manager .

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