![]() ![]() Most big advertisers use dedicated portals or apps to buy ads. It's unclear how big the boost market is. But Meta clearly feels targeted by Apple's increasing power over its platforms, and worries that the company could argue that it deserves a piece of Meta's total ad sales through its ads manager app, according to The Verge, which first reported Meta's complaint. We remain committed to offering small businesses simple ways to run ads and grow their businesses on our apps," the Meta spokesperson told CNBC.Īpple isn't asking for a cut of every ad served through the Facebook or Instagram apps. "Apple previously said it didn't take a share of developer advertising revenue, and now apparently changed its mind. Meta points to previous Apple executive statements, some made as part of the Epic Games trial over App Store rules, where it said it didn't take a cut of ads. TikTok sells coins, or a currency used to promote posts, through in-app purchases as well.įor Meta, it thinks Apple's recent clarification crosses a line in taking a piece of advertising revenue, not just app sales. But most, like Twitter, already use Apple's in-app purchase mechanism that lists boosted posts for $9.99 on Apple's App Store. This individual restriction has long been a sticking point, and Meta, back when it was still named Facebook, negotiated with Apple over social media boosts and whether they would fall under Apple's digital purchase rules, according to The Wall Street Journal.īoosting features are offered by several social media companies. This has always been the case and there are many examples of apps that do it successfully." "Boosting, which allows an individual or organization to pay to increase the reach of a post or profile, is a digital service - so of course In-App Purchase is required. "For many years now, the App Store guidelines have been clear that the sale of digital goods and services within an app must use In-App Purchase," an Apple spokesman told CNBC. Meta and Apple also appear poised to compete in the world of consumer hardware, after Meta released the Quest Pro headset and Apple has been developing a competing VR headset for years that could reportedly launch next year.Īpple told CNBC that even before the new guideline the company considered social boosts to be the kind of digital purchase that needed to use Apple in-app purchases, and that the rule is more of a clarification than a new restriction. Meta says the change could cost it $10 billion this year. ![]() The privacy feature allows users to decline to offer app developers like Meta a unique device ID that can be used to track ad performance. Meta and Apple have been battling for years, but the rivalry has grown more heated recently after Apple introduced App Tracking Transparency in the iPhone operating system last year. The episode is the latest skirmish from companies like Meta that feel that Apple has too much power over mobile distribution and the ever expanding and changing rules of Apple's App Store, which is the only way to install apps on an iPhone. A Meta spokesperson told CNBC, "Apple continues to evolve its policies to grow their own business while undercutting others in the digital economy." Personal Loans for 670 Credit Score or Lower Personal Loans for 580 Credit Score or Lower Best Debt Consolidation Loans for Bad Credit ![]()
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