Apple and Google prepare for battle with new features to beat Facebook

The Apple vs. Facebook battle is well documented, but the power struggle between the iPhone maker and Google is now accelerating.

Google’s Android has always lagged Apple’s iOS in privacy issues. This is not a surprise, since Google’s business model is based on advertising.

But Google is now trying to take on Apple in privacy by ending up adding features it announced last year to the Play Store via a new security section that details the data apps collect, much like the Apple privacy labels. App developers have until July 20 to add details to the listings.

Google is planning more privacy features, but they won’t be in place for at least two years.

Apple’s privacy features bolster its reputation

Apple’s privacy features have bolstered the iPhone maker’s reputation over the past two years. Perhaps the most influential of these is App Tracking Transparency (ATT), anti-tracking features that require iPhone users to opt in to tracking between apps and services.

Among ATT’s successes is raising awareness about iPhone tracking by companies like Facebook.

Some critics have claimed that Apple uses ATT to boost its own advertising business. In response, Apple commissioned a white paper in which Kinshuk Jerath, a business professor in Columbia Business School’s marketing division, defended the iPhone maker’s privacy features. The article is obviously biased, but it is still worth reading.

Apple says its privacy-centric strategy is working — Apple CEO Tim Cook says more and more people are ditching Google’s Android for the iPhone. “We had a record level of upgrades in the quarter and we grew Switches, strong double digits,” Cook told CNBC’s Steve Kovach in a recent interview.

Facebook loses as Google takes on Apple over privacy

Apple’s revenue model is service-based – it wants to lock people into its walled garden where it owns the entire ecosystem. One way to attract people in the first place is through privacy as a differentiator.

As Apple continues to introduce new privacy features, the real loser is Facebook. Last month, I reported how iPhone maker App Tracking Transparency (ATT) features will cost Facebook $12.8 billion in 2022, a bigger hit than previously thought.

Like Facebook, Google bases its business on advertising, but Google has an advantage over Facebook because it has many platforms.

Like ForbesZak Doffman says, “It comes down to business models. What’s interesting is that we’re in big tech earnings season and Google’s data and advertising businesses are holding up very well compared to Facebook.

“It’s because of its ownership of the platforms – whether it’s Android or Chrome, these hugely popular platforms are a gold mine for Google and have given it a level of resilience in its revenue line that Facebook cannot match. »

As the big tech battle rages on, with Apple and Google going head-to-head and Facebook losing outright, there are benefits for users too. Google has started taking notice with Android privacy features, while following iOS 14 and iOS 15, Apple is sure to make iOS 16 on privacy.

Intentionally or not, this big tech battle also highlights the vast amounts of data that many companies collect and gives people more control over what they give away. It must be a good thing.

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