In the coming weeks, Apple plans to change iPhone software to make it harder for advertisers to track Apple users, an effort that will help achieve the company’s long-term goal of protecting user privacy. < p > < p > recently, Facebook made a public statement on the plan, saying that Apple’s behavior will damage the bottom line of social network, because it will limit the types of personalized push, which is very valuable for Facebook advertising and advertisers. People in the advertising industry believe that Apple’s move is partly to protect users’ privacy and partly to strengthen its own interests. Because Apple also has advertising services, it will make its own data access more valuable by limiting the amount of data that external marketers can obtain. “I think protecting users’ privacy is only 30% of the time, and 70% of the reason is that it’s good for Apple itself,” says Nick Jordan, founder of narrative I / O. At the same time, he stressed that regulators and courts should strengthen the management of advertising data collection by enterprises. It is understood that Apple’s privacy protection plan is to set up a pop-up reminder in the latest operating system ios14. Apple said that when users open an app, they would be asked if they would like to open the app permission, allowing something called “AD ID” or IDFA to track them. < / P > < p > IDFA was created by apple in 2012. App developers can track their behaviors on websites and applications through unique identifiers assigned to users. For many years, IDFA has been turned on by default on the iPhone. Users can only turn off the function by entering the settings of the mobile phone. < / P > < p > specifically, the default open IDFA can help Facebook and other app developers understand which Apps users have downloaded, how often these apps are used, and what payment behaviors have taken place. At the same time, it can also track the websites that users visit on different devices such as desktop, mobile phone or Apple TV. < p > < p > Facebook said in a blog post, “this will make the advertising network of the platform very ineffective, so that the information provided to developers may not be meaningful at all.”. At the same time, it stressed that after testing, Apple’s revenue would drop by more than 50% due to the loss and limitation of its data. < / P > < p > like Facebook, Google and several other companies, Apple also operates an advertising business. It relies on personal data collected in the app store, including account number, purchase and download information, to push “relevant” ads to users. Neuenschwander, Apple’s privacy engineering director, said that in recent years, Apple has been providing users with control over the way IDFA is used. When IOS 10 was launched four years ago, users could completely turn off IDFA by turning on the “restrict advertisement tracking” switch in the mobile phone settings. < / P > < p > according to neuenschwander, apple does not consider its collection of user data “tracking.”. In his view, apple collects data from its users through its own apps and services. Facebook and other advertisers collect user data when users don’t use apps like Facebook. < / P > < p > in summary, by reducing the amount of data Facebook and other advertising agencies collect from IDFA, apple limits their ability to collect data when users use apps or visit other sites. Stuart ingis, a partner at Venable law firm, said, “apple is harming app development innovation and economic growth, which in turn helps Apple sell more phones.”. In an interview with the Washington Post, neuenschwander said the changes were part of Apple’s privacy roadmap. When asked if Apple is considering how regulators or advertisers view the privacy protection measure, he said users have always been Apple’s main consideration. < p > < p > Facebook was the first company to publicly criticize Apple’s move. It is understood that the two companies have had a dispute over privacy before, with Apple CEO Tim Cook commenting on the social network and Facebook CEO Mark Zuckerberg blaming apple for charging high fees on its devices. < / P > < p > in addition, in response to this problem, Epic Games, a game developer of Fortress night, filed a lawsuit against apple. The company said that apple, taking advantage of its monopoly status, charged app developers 30% of the fee in the app store, which was in violation of the free market monopoly. < / P > < p > in fact, both apple and Facebook are facing investigations by legislators and regulators about whether they are exercising their power in an anti competitive way. It is said that “gta5” will be launched on Google cloud game platform stadia