Explained: Why Facebook thinks an iOS14 feature will impact its business model

Facebook is miffed with Apple. To be precise, Facebook is miffed with Apple’s iOS 14 software update that will start rolling out to users across the world in a couple of months. The latest version of Apple’s iPhone operating system has one feature that could potentially damage the social network’s business model, at least among those using iOS devices. Once on the latest version of the software, Apple will give users the choice to decide whether they can be tracked across apps using an unique identifier.

At WWDC, Apple’s annual developer conference, the company announced that with iOS 14, users will get a pop up asking them if they want to be tracked by a specific app. Since this will also give users the freedom to say no, it will cut the amount of data an app like Facebook is able to collect about a specific user with the help of unique identifiers.