By Tripp Mickle
Apple Inc. this week took more jabs at Facebook Inc. over its
privacy practices. But this time the iPhone maker went one step
further, signaling it plans to encroach on the social-media
company's turf.
As it touted its newest operating software for the mobile
devices on Monday, Apple unveiled forthcoming features that
collectively bear the hallmarks of a social-media business. There
are tools to make it easier to share photos with friends, a group
video-chat service for up to 32 people and the capability to play
augmented-reality games among friends.
At the same time, Apple introduced new privacy tools in its
Safari browser that will limit the personal data that apps like
Facebook can collect. The target was clear: Several images in
Apple's presentation or marketing material used Facebook or its app
Instagram as examples of what to limit.
The combination of social media and privacy offerings amounted
to "shots across the bow" at Facebook, said Daniel Ives, head of
technology research for research firm GBH Insights. As iPhone
growth slows, he said Apple is clearly looking to make the device
more attractive with software features that wed people to the
device. "Facebook should have one eye open."
A Facebook spokesman declined to comment.
Facebook has been embroiled in a privacy controversy for months
related to how outside developers obtained and potentially
mishandled user data. In response, Facebook has more tightly
restricted the data that outside apps can access and has suspended
at least 200 apps it suspects of having misused user data shared on
or through Facebook, and it is reviewing thousands more apps.
Apple, meanwhile, has seized on the privacy scandal by contrasting
its business, which derives two-thirds of sales from the iPhone,
with Facebook's ad-based model that sells marketers detailed
profiles of users.
Apple added to the public heat in March when Chief Executive Tim
Cook told MSNBC that his company would never be in the same
situation as Facebook. "We care about the user experience, and
we're not going to traffic in your personal life," Mr. Cook said.
"I think it's an invasion of privacy."
Facebook Chief Executive Mark Zuckerberg called those comments
"extremely glib," and Chief Operating Officer Sheryl Sandberg at a
conference last week said she "respectfully disagrees" with Mr.
Cook's critique.
Behind Apple's barbs is an expanding digital-ad business that
aims to distribute advertising across various apps. Apple delivered
nearly $1 billion in revenue last year by selling promotional ads
for search terms in its App Store, The Wall Street Journal has
reported.
Apple's efforts to protect consumers' privacy mean its ad
business collects far less data on users than peers, analysts say.
Now it is seeking to limit the way Facebook and other apps track
and collect that data across Apple devices.
"We've all seen these 'like' buttons and 'share' buttons,"
Apple's software chief Craig Federighi told the audience at its
annual developers' conference in San Jose on Monday. "Well it turns
out, these can be used to track you, whether you click on them or
not. And so this year, we are shutting that down."
As Mr. Federighi demonstrated the software, an image blown up in
back of him displayed the web-browser prompt, "Do you want to allow
'facebook.com' to use cookies and website data while browsing" a
website?
Apple targeted Facebook in other ways. Earlier in the
presentation, Mr. Federighi showed how the software will let users
limit their time on apps, using Instagram as the example to
restrict usage. And Apple's new iOS marketing page prominently
displays the Facebook app as part of a new tool to reduce
notifications.
Apple's new social features reflect how the iPhone maker is
indirectly elbowing into an arena long dominated by a tech peer.
The company previously launched a music-oriented, social-networking
feature called Ping on iTunes that lasted two years before shutting
down in 2012 because it failed to gain users.
A new tool in Apple's Photo app will automatically suggest which
photos and who to share them with, say, after a dinner with
friends. The friends will then be encouraged to share the photos
back with iPhone users. Mr. Federighi said the process, which
relies on machine learning, is "private" because it uses end-to-end
encryption.
The company also said it was adding filters to its camera inside
its messaging service and expanding its FaceTime video chat service
so that multiple people can talk at once. Facebook has long offered
filters and group video chats.
The social features coming this fall in Apple's next software
release, known as iOS 12, show how the company is looking to bring
more exclusive social experiences to its devices as it tries to
boost iPhone retention, said Gene Munster, managing partner with
research-focused venture-capital firm Loup Ventures.
"Apple has been nibbling at the social angle for a while and
haven't had a ton of obvious progress, but now they have a window
because an avenue has been opened around privacy," Mr. Munster
said.
Roger Kay, an analyst with Endpoint Technologies Associates,
said Facebook shouldn't feel too threatened because Apple's push to
add social features faces a huge obstacle: The iPhone only has a
15% share of the global smartphone market.
As a result, many people at a group dinner like the one Mr.
Federighi described are likely to run into a situation where at
least one person at the gathering has a phone powered by Google's
Android system.
"If even one of those people couldn't do it, it wouldn't work,"
Mr. Kay said. "You can get a Facebook client on any device."
Write to Tripp Mickle at Tripp.Mickle@wsj.com
(END) Dow Jones Newswires
June 05, 2018 09:48 ET (13:48 GMT)
Copyright (c) 2018 Dow Jones & Company, Inc.
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