Apple gets serious about exploitative surveillance business models, and it’s about to act.

It was first believed about months ago- “Apple, Google, Amazon, and Facebook silently declare wars against each other.” Although that was firmly believed it was a just war, and that the time was at hand for the rotten underbelly of internet. For the business model of Facebook to be excoriated out in the open, using the term “war” in conjunction with Apple seemed over the top and even inflammatory.

We stuck with the title and now, looking back, it was accurate if not 100% polite. After new privacy features in iOS Big Sir were made public, Facebook and Zuckerberg took it as an attack. On it’s tracking first business model and fought back with some rhetoric about how apple was going to harm small businesses.

The first feeble attempt at fighting back was a full page and in the New York times, the Washington post, and other outlets where Facebook alleged. They said ,”these charges will be devastating to small businesses.” with the supposition that small businesses depend on Fakebook’s darling invention. Tracking-based advertising, and need it to build their brands and sell products.

Missing from this self- serving logic is the rice of this form of targeting and data collection. In dollars, literally billions of them charged to those the same small businesses, and in the cost to virtually all “users” whose privacy is sacrificed with little to no customer benefit and many, many potential detriments. This is not just some sort of scrap between rival companies , it’s all our future at stake.