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The real truth? It probably lies somewhere
The real truth? It probably lies somewhere
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Guest
Guest
Oct 09, 2025
1:32 AM
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There's unrest in the advertising world. The reason? Apple's iOS 14 update. If you use ads on Facebook or Instagram, it will undoubtedly impact your business. In this article, you'll read the ins and outs, but you'll also discover how to limit the impact so you can continue to measure results.
Facebook vs Apple iOS 14: What's Going On?
So why does Apple do this?
Make no mistake: your organic content will suffer too
Wait. No more remarketing because of iOS 14?
Can I still use custom & lookalike audiences?
Optimize for up to 8 conversion events per domain
PANIC! What should I do?
Advertising is changing. Fast.
Facebook vs Apple iOS 14: What's Going On?
So, what exactly is going on? In June 2020, Apple announced that it would ask all App Store users for permission to use data sent through Apple's App Tracking Transparency (ATT) framework in iOS 14. In other words, iOS 14 users will see a pop-up window asking them to explicitly grant permission to allow app tracking. The image below shows what that pop-up will likely look like.
Tweet Tim Cook Tracking ios 14 Facebook
Image source: Tim Cook, Twitter
This is a huge problem, especially for Facebook and for you as a marketer. That's why Facebook reportedly initially didn't want to show this pop-up at all. But it quickly became clear that if they didn't, the app would be blocked from the App Store.
If users opt out of being tracked, Facebook will no longer be able to fully measure results . And that costs money—a lot of money. It has caused a major global row between Facebook and Apple. Full-page ads were even placed in the world's most prominent newspapers to influence Apple's decision, but to no avail.
I'm pretty certain #Facebook is fighting #Apple to retain access to personal data. #PID #privacy . #fullpagead #wsj pic.twitter.com/029WwaGSs0
— Dave Stangis (@DaveStangis) December 16, 2020
So why does Apple do this?
Tim Cook (CEO of Apple) responded to Facebook's campaign on Twitter , stating that users should have the right to decide about their own data .
Facebook suspects this decision isn't about privacy, but about generating more profit. If app developers can no longer leverage ads, they'll often have to look for new revenue models. They'll likely be forced to use Apple's own in-app subscription service.
In addition, one might question the fact that Apple is not only one of the most prosperous companies in the world, but also one of the few that still has access to all user data.
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