In September 2014, Cook participated in a detailed interview with Charlie Rose covering various topics, particularly focusing on privacy concerns. At the time, there was a high-profile incident involving leaked nude photos of female celebrities stored on iCloud accounts. During the interview, Cook emphasized Apple’s dedication to privacy and criticized the data collection practices of companies like Google and Facebook. He highlighted the importance of understanding how companies monetize and use personal data.
Subsequently, Cook reaffirmed his views through an open letter on Apple’s privacy website, cautioning users about the implications of free online services. This stance drew a response from Mark Zuckerberg, who disputed Cook’s claims and criticized Apple’s product pricing.
Their disagreement escalated following the Cambridge Analytica scandal, where Cook criticized Facebook’s handling of user data. In response, Zuckerberg defended Facebook’s commitment to users and questioned the notion that higher-priced products equate to greater customer alignment. The clash between the two CEOs intensified, with Zuckerberg refuting Cook’s comments and expressing frustration with the perception that free services like Facebook do not prioritize user welfare.
Zuckerberg reportedly reacted strongly to Cook’s criticisms, even instructing Facebook management to switch from Apple to Android devices in a private display of disagreement.
In November 2018, The New York Times released a significant report on the aftermath of the Cambridge Analytica scandal. The report revealed that Zuckerberg was reportedly angered by comments made by Cook and instructed his management team members using iPhones to switch to Android devices. In response to The Times’ report, Facebook published a blog post refuting some aspects of the story, but notably did not address the reported tension between Zuckerberg and Cook.
According to The Times, Zuckerberg and Cook had a tense meeting at the Sun Valley retreat in Idaho in 2019. During this encounter, Cook advised Zuckerberg to delete user data collected from sources outside of Facebook’s app family, a suggestion that reportedly shocked Zuckerberg as it implied that Facebook’s business model was problematic.
In August 2020, Zuckerberg criticized Apple for its App Store policies, labeling the company as a “gatekeeper” due to its control over what appears on mobile devices. He accused Apple of hindering innovation and competition by imposing monopoly-like practices. Apple, under scrutiny for its App Store fees and facing backlash from developers such as Epic Games, clashed with Facebook over the iOS 14.5 update, which requires user consent for data tracking that affects Facebook’s advertising strategies.
Facebook expressed concerns over Apple’s privacy measures and the potential impact on its business, even considering the shutdown of Audience Network for iOS. Following complaints from Facebook and other developers, Apple postponed the implementation of its new privacy tools to allow developers time to adjust.
In response, Facebook launched a campaign with full-page ads in major newspapers to highlight the adverse effects of Apple’s changes on small businesses advertising on Facebook.
According to a Twitter user named Dave Stangis, an advertisement suggests that small business advertisers can expect a sales boost of over 60% for every dollar they invest. In response, Apple defended its stance by emphasizing the importance of user privacy and choice regarding data collection across various apps and websites. Additionally, Facebook expressed support for Epic Games in their legal dispute against Apple, citing concerns about antitrust violations and anti-competitive practices related to the App Store’s rules and fees. Mark Zuckerberg criticized Apple’s privacy claims and accused the tech giant of interfering with app functionality during an earnings call, pointing out discrepancies in how Apple handles user data compared to its own practices. Apple CEO Tim Cook maintained his criticism of Facebook’s data-collection practices, highlighting the potential harm to consumers. Cook also addressed the issue of user engagement and data monetization during a conference, suggesting that prioritizing data collection for profit may lead to misinformation and harmful algorithms. Furthermore, Facebook launched an ad campaign advocating for personalized advertising as a means to support small businesses, emphasizing the importance of tailored ads in helping businesses thrive, especially in challenging times like the pandemic.
During an interview with The New York Times, Apple’s CEO Tim Cook criticized Facebook’s objections to the privacy update as “flimsy arguments.” Cook stated that Facebook is not a major competitor of Apple, contradicting previous remarks made by Mark Zuckerberg on the subject. In a podcast interview with Kara Swisher, Cook expressed his belief that society is facing a privacy crisis and expressed surprise at the level of resistance to the new feature. He emphasized that it is possible to engage in digital advertising and generate revenue without tracking individuals unknowingly. Cook clarified that while there may be areas of competition between Apple and Facebook, he does not consider Facebook a primary competitor as they are not in the social networking business.
The iOS 14.5 update from Apple was implemented in April 2021, leading to significant financial implications for Facebook. The company estimated that the impact of iOS 14.5 on its business in 2022 could amount to around $10 billion. In a separate development, Meta, Microsoft, X, and Match Group joined Epic Games in accusing Apple of violating a court-ordered injunction from 2021 requiring developers to offer alternative payment system links beyond the App Store. Meta has supported Epic Games in their legal battle against Apple.
The rivalry between Apple and Meta has extended to the realm of virtual and augmented reality, with the release of Apple’s Vision Pro headset in February 2024. Meta’s CEO Mark Zuckerberg critiqued the Vision Pro, stating that despite its higher cost, the Meta Quest headset was a superior product for most users. Zuckerberg highlighted that each generation of computing follows both open and closed models, and emphasized the value of diverse offerings in the market. He also expressed skepticism about the mainstream success of AR glasses without full holographic displays. Meta’s CTO Andrew Bosworth also criticized Apple’s Vision Pro, pointing out the trade-offs made in its design.
“And, perhaps by definition, those aren’t the trade-offs I would have made,” he said. Bosworth criticized the Vision Pro’s motion blur as “really distracting” and noted that the headset was “very uncomfortable to use.” The two companies were said to have clashed over a potential AI partnership. Apple reportedly rejected the idea of integrating Meta’s AI chatbot into iPhones, as reported by Bloomberg.
According to Bloomberg’s Mark Gurman in June 2024, Apple turned down the possibility of incorporating Meta’s Llama AI chatbot into the iPhone due to concerns over Meta’s privacy practices. In response, Apple has proceeded to release iOS 18, which includes a collaboration with OpenAI to integrate ChatGPT into the iPhone’s software.
In a January 2025 episode of the “Joe Rogan Experience” podcast, Zuckerberg made critical remarks about Apple, suggesting that the tech giant has not introduced any significant innovations since the iPhone’s inception. He remarked, “It’s like Steve Jobs invented the iPhone, and now they’re just kind of sitting on it 20 years later.” Zuckerberg also accused Apple of imposing a 30% commission on developers for selling paid apps through the App Store, asserting that they have hindered the development of products that could connect to the iPhone effectively.
Zuckerberg’s comments come amid escalating tensions between Meta and Apple. Zuckerberg has been vocal about his belief that Apple has failed to innovate substantially beyond the iPhone, while also highlighting what he perceives as restrictive practices by Apple in the tech industry. Apple, on the other hand, has maintained its position on privacy and security concerns, underscoring the importance of protecting user data and maintaining stringent privacy standards.
The rift between Meta and Apple underscores the broader competition and rivalry within the tech industry, as companies vie for market dominance and seek to differentiate themselves through innovation and product offerings. As technology continues to evolve rapidly, these clashes between industry giants are likely to persist as each company strives to carve out its niche and assert its position in the market.
With both Meta and Apple at the forefront of the tech industry, their disagreements highlight the complex dynamics at play within the sector. As these companies navigate challenges and opportunities in the ever-changing landscape of technology, their decisions and strategies will shape the future of innovation and competition in the industry.”
