The Apple CEO once criticized Facebook for building an empire with user data. In contrast, Mark Zuckerberg has not rarely called Apple monopoly and selfish.

"Every day, billions of dollars change hands, countless decisions are made based on our likes and dislikes, our friends and family, our relationships and our conversations," said Tim Cook. at a privacy conference in Brussels (Belgium) in October 2018. "These so-so trivial and seemingly harmless things have been subtly synthesized and sold."

Tim Cook did not mention Facebook or any other company in his speech. But according to observers, one of the targets he is targeting is Mark Zuckerberg's company. Since its inception, Facebook has built a global "empire" by collecting user data, mainly for advertising purposes. The third quarter revenue of this social network reached 20 billion USD, nearly 99% of which came from advertising.

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Tim Cook's speech in Brussels is just one of several that the head of Apple aimed at Facebook. In contrast, Mark Zuckerberg has not rarely criticized Apple for being a monopoly and operating with a business model that only wants to benefit him. The two have been confronting each other for the past decade, not harshly, but the fire is still smoldering and could burn at any time.

In an interview published on the cover of Time Magazine in 2014, the head of Facebook criticized Apple and Tim Cook's stance on privacy. "I was disappointed that more and more people were thinking that the advertising business model was not suitable for users. I think it's ridiculous," Zuckerberg said. "You think you are paying for Apple, then you are on par with them? If you are an ally with them, then made their products much cheaper.

The "war" between Apple and Facebook over the past decade has highlighted the fundamental difference between the two "tech giants" about how business is applied on the Internet.

From Facebook's point of view, the Internet has been likened to the "Wild West" in America, where there are countless platforms competing to provide innovative and free services. Users may not need to spend money to pay for the service, in exchange, they allow the service provider to collect personal data for advertising purposes.

From Apple's point of view, the Internet is an extension of the computer revolution that began in the 1980s. Everyone's phone is the most personal device. Each person must be given the option to allow or refuse to provide data, and must be told what the data collection companies do with that information if they agree.

Conflict between Apple and Facebook peaked last week, when Apple rolled out a new feature - App Tracking Transparency - for iOS 14.3. This feature informs users what data will be collected, helping them decide whether to download or not.

However, the things that Apple is applying jeopardize Facebook's business model. The social network ran full-page ads for two days to criticize and oppose Apple's plans.

Facebook announced that Apple's move will "kill" developers and small businesses - companies that provide apps for free and their livelihood mainly comes from advertising. Zuckerberg's social network also warns that what Apple is doing will force developers to stop offering free apps, causing this model to disappear from the App Store soon.

In addition, Facebook also accused Apple of making a profit based on the new model. Because, when switching to the form of fees, Apple will automatically collect 15 to 30% of revenue from these applications.

Facebook has painted a less positive picture of its competitors and has drawn criticism. For this social network, Apple is an exclusive company, specializing in setting the rules to control its platform. These rules were designed by the "Apple" to force small businesses and force them to follow a paid model. This message has been deployed by Facebook on many media fronts, from newspaper ads, blog posts, and Instagram posts to a website gathering small businesses that are adopting a social network advertising model.

Apple opposes Facebook's allegations.

The new rules applied by the company on the App Store will not require Facebook to "change its approach to users and create targeted advertising," said a representative of the iPhone company. Instead, Facebook simply needs to give Apple device users the option to use the new feature or not.

"We think this is a simple matter but can protect our users. They should be aware of when data is collected and shared on other apps or websites to make a reasonable choice" , Apple said.