Apple vs. Facebook Celebrity Death Match

Sometime next week, Apple will release iOS 14.5, which will require users to give explicit permission for apps to track them. This has had Facebook’s knickers in a knot since the feature was announced, and they’ve been quite vocal about it. Facebook (rightly) says that “as more people opt out of tracking on iOS 14.5 devices, ads personalization and performance reporting will be limited for both app and web conversion events…”

However, they then add, “… which might hurt small businesses.” Small businesses? OK. Maybe. But Apple really hit FB where it hurts. The industry stats on default opted-out vs. default opted-in suggests that without a compelling value proposition, most users won’t opt-in. Big winner: Apple. Big loser: Facebook. Big yawn: Consumers.

Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

About Shelly Palmer

Shelly Palmer is a business advisor and technology consultant. He helps Fortune 500 companies with digital transformation, media and marketing. Named LinkedIn's Top Voice in Technology, he is the host of the Shelly Palmer #strategyhacker livestream and co-host of Techstream with Shelly Palmer & Seth Everett. He covers tech and business for Good Day New York, writes a weekly column for Adweek, is a regular commentator on CNN and CNBC, and writes a popular daily business blog. Follow @shellypalmer or visit



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