iOS 14.5 arrives today and practically every ad supported app is going to hit you with the equivalent of the EU cookie banner.

The coverage of this from both WSJ at https://t.co/xRqQt9rdEu and the Financial Times has been informative on the ramifications across the industry. pic.twitter.com/ydMtfxfuvY

— Dare Obasanjo (@Carnage4Life) April 26, 2021

.@karaswisher: Facebook will adapt to Apple's privacy changes. She discusses Facebook's worry over Apple's new software update. "The only places to advertise are Facebook and Google so maybe that is the problem." @CNBCTechCheck https://t.co/dcZluAh6lL pic.twitter.com/TTkgPo1LbD

— CNBC (@CNBC) April 26, 2021

If you have an iPhone, please update to iOS 14.5. It contains a total reworking of it’s universal privacy features and now requires your consent before anything is allowed to track or gather your information. Zuckerberg has been trying to block this update in court for months https://t.co/pRWu7jrYcA

— Auggie (@AutumnDork) April 26, 2021

"With the release of Apple's iOS 14.5 on Monday, all of your apps will have to ask in a pop-up: Do you want to allow this app to track your activity across other companies' apps and websites? For once, your answer can be no."https://t.co/q5Nb69CTuu

— Try Catch HCF (@TryCatchHCF) April 26, 2021

Today, Apple will release iOS 14.5, one of its most anticipated software updates for iPhones & iPads in years. It includes a new privacy tool, called App Tracking Transparency, which should provide more control over how data is shared. https://t.co/dddNhQcIVh

— Michelle Manafy (@michellemanafy) April 26, 2021

The uh ... idea that Facebook *creating* a disinformation campaign is an equivalent "jab" to Cook's snide TV comments is a little jarring. https://t.co/REzgBKAPjI pic.twitter.com/YRaCAhwUmP

— Molly Wood (@mollywood) April 26, 2021

At a 2019 mogul fest, Zuckerberg asked Cook his opinion of the Cambridge Analytic data debacle. Cook responded acidly that FB should delete any information collected. Two years later, Zuck and Cook’s opposing positions have exploded into an all-out war. https://t.co/AhqeZfJ8I5

— katie rosman (@katierosman) April 26, 2021

One thing I don't understand is why, if Facebook and Apple are at each others' throats, Facebook doesn't start lobbying for app store legislation to break Apple's monopoly.

— Matt Stoller (@matthewstoller) April 26, 2021

The reality is: People don’t care more about privacy in theory...

They actually care about their privacy but feel like they’ve totally lost control. https://t.co/2rUX5QiZ06

— Whitney Merrill (@wbm312) April 26, 2021

Apple or FB? Neither. FB wants to keep collecting info about us to sell. ? wants to protect some privacy as $ premium feature. Privacy is our right. Social media is an essential public utility. WE NEED A PUBLIC OPTION designed around user needs & rights.https://t.co/B5fNeUcWCQ pic.twitter.com/V9K6tIbRgO

— David Grinspoon (@DrFunkySpoon) April 26, 2021

NEW: Go update your iPhone to 14.5 so you can tell apps to stop tracking you.

Apple just introduced one of the most important privacy features in years. Here's a quick explainer on what that is. https://t.co/GDafI8f9Ya

— Lorenzo Franceschi-Bicchierai (@lorenzofb) April 26, 2021

It seems like only a matter of time before Facebook starts pointing out what a big business Apple has in China https://t.co/rcIOKU00Sq

— Benedict Evans (@benedictevans) April 26, 2021

This should be pretty epic. Anything Apple — or any other company — can do to knock Zuck and Facebook down a peg is good by me. https://t.co/76vgXQOOk1 pic.twitter.com/X9MAIPofnu

— Chris Morris (@camorris) April 26, 2021

Wow, here is another great report on the Apple changes. This one from @lilyhnewman @WIRED who also nails the nuance in what is impacted here especially the type of data collection being blocked by default without consent. https://t.co/udi3vic1Ig pic.twitter.com/o9i1Td0bQa

— Jason Kint (@jason_kint) April 26, 2021

It's fascinating that FB has completely lost the war of public opinion against Apple despite having a strong starting position (people like free stuff and care more about privacy in theory!) and owning the world's biggest persuasion machine. https://t.co/dCmBFRiv29

— Kevin Roose (@kevinroose) April 26, 2021

Apple vs. Facebook: A new iPhone feature would let users stop Facebook from tracking them across other apps, escalating a feud between the companies. https://t.co/0gF9JA7EJp

— The New York Times (@nytimes) April 26, 2021

This really is some of the best PR I have ever seen.

What a win for Apple.

Would be equally easy to frame this as "Apple taking advantage of quasi monopoly power to increase its own services/advertising revenue by disadvantaging 3rd party apps."https://t.co/RzDVldCMjs

— Gavin Baker (@GavinSBaker) April 26, 2021

The NYTimes helped memorialize the launch date of iOS 14.5 with the anti-tracking features by publishing this article on the fight between Facebook and Apple.

Includes details about Facebook hiring a company to attack Apple's reputation, read it here:https://t.co/iiwdiVuT6Z

— Miguel de Icaza (@migueldeicaza) April 26, 2021

This is a good read on Apple’s new privacy features and some background on Facebook’s data collection efforts for those unaware how pervasive it is. But ... (1/2) https://t.co/UvUGDQz0wM

— Jeremy Littau (@JeremyLittau) April 26, 2021

#Apple’s new software also includes two other interesting new features: the ability to use Siri to play audio with a third-party app like Spotify and the option to quickly unlock an #iPhone while wearing a mask. https://t.co/vqjDtG2ImQ

— Spectrum News (@ProNewsViews) April 26, 2021

Aaaand update!
Apple's iOS 14.5 update for iPhones and iPads which is launched *today* includes a new privacy tool, called App Tracking Transparency, which could give us more control over how our data is shared.#SurveillanceCapitalismhttps://t.co/ZckiIkf99O

— Ulrike Franke (@RikeFranke) April 26, 2021

Mr. Zuckerberg asked Mr. Cook how he would handle the fallout from the controversy, people with knowledge of the conversation said. Mr. Cook responded acidly that FB should delete any info that it had collected about people outside of its core apps.

https://t.co/Hka3LNnJmd

— Kush Katakia (@kushkatakia) April 26, 2021

What a standup guy, with a totally not shady, extractive business "Mr. Zuckerberg told his lieutenants that Facebook 'needed to inflict pain' upon Apple and Mr. Cook"

Tim Cook: "If I’m asked who our biggest competitors are, they would not be listed"https://t.co/2ZAMdvVp7c

— Elise Hu (@elisewho) April 26, 2021

Tim Cook and Mark Zuckerberg met at Sun Valley in 2019.

Facing scandal, Zuck asked Cook for advice. Cook told him to delete much of Facebook's data. Zuck was stunned -- and ignored him.

Now their feud has gotten even worse.

with @MikeIsaac:https://t.co/YK9wWi1X0Z

— Jack Nicas (@jacknicas) April 26, 2021

Apple and Facebook's fight intensifies with the release of a new iPhone feature today that requires apps to get permission to track people on other apps.

Most people are expected to block that tracking -- and Facebook isn't happy.@bxchen explains here: https://t.co/Dv1SNijOEq

— Jack Nicas (@jacknicas) April 26, 2021

iPhone friends, install the new iOS update, which contains the anti-tracking features that Facebook despises.

And make sure you deny Facebook the tracking capabilities, so I can live vicariously through you (I have deleted all Facebook apps from my phone - for health reasons). pic.twitter.com/x6Dyq0UGIJ

— Miguel de Icaza (@migueldeicaza) April 26, 2021

I choose Tim Cook’s vision. https://t.co/4HAkbvL752

— DCGomez (@AllThingsNatSec) April 26, 2021

Don’t trust the surveillance capitalists. They’re shameless scoundrels. They make fake accounts and fake news to run targeted attacks against any challengers to their abusive business models. https://t.co/GljZGL9FWc via @MikeIsaac @jacknicas pic.twitter.com/jYslGpWuio

— David Carroll (@profcarroll) April 26, 2021

Zuckerberg has considered filing an antitrust suit against Apple.

I don't get why he doesn't go after the app store moat. That wouldn't hurt Facebook.

— Matt Stoller (@matthewstoller) April 26, 2021

"In 2017, a DC political firm funded by Facebook published anonymous articles criticizing Mr. Cook and created a false campaign to draft him as a presidential candidate, presumably to upend his relationship with Trump."

Billionaires are weird.https://t.co/GJiUD65IUt

— Matt Stoller (@matthewstoller) April 26, 2021

After the Cambridge Analytica scandal, Tim Cook effectiveoy told Mark Zuckerberg that Facebook’s business model was untenable, report @jacknicas and @MikeIsaac. Now their feud is playing out on a grand scale:https://t.co/ruf3FJdpU5

— Justin Hendrix (@justinhendrix) April 26, 2021

There are many entertaining feuds in Silicon Valley but this one between Cook and Zuckerberg is surely deserving of its own streaming series. Perhaps on Apple TV?
A @MikeIsaac @jacknicas collaboration https://t.co/twfSmLazHX

— Pui-Wing Tam (@puiwingtam) April 26, 2021

"When an app wants to follow our activities to share information with third parties such as advertisers, a window will show up on our Apple device to ask for our permission to do so. If we say no, the app must stop monitoring and sharing our data."https://t.co/vpV0BP1joq

— Mary Mary. ? (@MsMaryRuthie) April 26, 2021

You'll notice one of the key arguments from FB is that tracking will help them "keep Facebook/Instagram free of charge"

I imagine this line will work on a lot of people. Of course, if you don't accept tracking, FB won't suddenly start charging you

— Kurt Wagner (@KurtWagner8) April 26, 2021

What a great story. Corporate strategy meets personality conflict. And it basically touches everyone on earth. https://t.co/RKxutI2lTA

— Matt Phillips (@MatthewPhillips) April 26, 2021

iOS 14.5 is more convenient, secure, diverse, and privacy-centric. Huge win. Get it.https://t.co/6GdeRctXC2 pic.twitter.com/3PUjlrtk6b

— Rene Ritchie (@reneritchie) April 26, 2021

FB is very concerned that if people only see the Apple prompt they will not allow tracking. That would be v bad for FB's targeted ads business

— Kurt Wagner (@KurtWagner8) April 26, 2021

7/ You got it: Facebook

Facebook took to App Tracking Transparency like a foot to a stray Lego piece.

In a PR blitz following Apple’s announcement, it argued that small businesses would be hurt without the ability to send users targeted FB ads. pic.twitter.com/ye1ZVMJDOj

— Morning Brew ☕️ (@MorningBrew) April 26, 2021

With Apple’s iOS 14.5 “when an app wants to follow our activities to share information with third parties...a window will show up on our Apple device to ask for our permission to do so. If we say no, the app must stop monitoring and sharing our data.” https://t.co/odXeAheEf1

— Daniel Munro (@dk_munro) April 26, 2021

A step in the right direction: “With Apple’s latest mobile software update, we can decide whether apps monitor and share our activities with others.” Here is how: https://t.co/H8mdZ5q97W @bxchen for the @nytimes

— Stratos Safioleas (@stratosathens) April 26, 2021

“Privacy is a fundamental human right [in countries where moral stand this costs us nothing]” - Tim Cook https://t.co/9F0Tf3hCmB

— parker (@pt) April 26, 2021

A live look at Tim Cook pushing the “release iOS 14.5” button, knowing what Mark Zuckerberg is feeling rn. pic.twitter.com/ThydAx8Dde

— Sami Fathi (@SamiFathi_) April 26, 2021

KELLY: Apple’s adding a privacy feature that lets you restrict apps from sharing your data. But this article says there’s pushback?
ME: That’s odd, because that sounds good.
KELLY: Some guy is quoted that it’ll hurt small businesses.
ME: What, is he from Facebook?

Sure enough... pic.twitter.com/wzKQwrL0hQ

— Schubes (@Schubes17) April 26, 2021

Here is the pop-up that Facebook plans to show users right before they have to decide whether to allow FB to "track" them on iOS 14.

So you'll see the FB screen first, then a version of this permissions screen from Apple (imagine "Venmo" is replaced with "Facebook") pic.twitter.com/iJB7Z1xxPS

— Kurt Wagner (@KurtWagner8) April 26, 2021

Good read.

funny how big tech has a lot of "no YOU'RE the monopoly" fingerpointing right now https://t.co/qyX0n4BnAT

— Eliot Brown (@eliotwb) April 26, 2021

iOS 14.5, available now, brings App Tracking Transparency which requires apps to get the user’s permission before tracking their data across apps or websites owned by other companies for advertising, or sharing their data with data brokers.https://t.co/3ZBaX7074h

— Frederic Jacobs (@FredericJacobs) April 26, 2021

Apple will reportedly ship iOS 14.5 today https://t.co/ENrsknHZCG

— iMore (@iMore) April 26, 2021

? If you're tired of talking to Siri, you'll also have the option to choose a new Siri voice with the iOS 14.5 update.

Yes, that's right. There are more smart assistant voices for you to choose from. https://t.co/6VbNOlCbFk

— CNET (@CNET) April 26, 2021