The privacy setting that Apple implemented in iOS last year will cause a $10 billion drop in revenue this year, Meta, the parent company of Facebook, expects. “We believe the impact of iOS will be a headwind for our business this year,” CFO Dave Wehner said in a meeting with analysts after the company released its last quarter figures for last year. According to Wehner, the impact of Apple’s privacy measures will be about 10 billion dollars. “So it’s a significant headwind for our business,” he further noted. The Meta-CFO is referring to Apple’s App Tracking Transparency. As a result, apps have to ask users for permission to track them or use the device’s advertising identifier. Every iPhone has a unique ID, the identifier for advertisers or IDFA. Advertisers can track users within apps using this ID. Something that was done on a large scale. With the launch of iOS 14.5, users must provide consent before advertisers can use the IDFA. Earlier, Meta CEO Mark Zuckerberg said that Apple’s privacy measure had an impact on the company’s revenue. According to Wehner, this is still an estimate. “We estimate what the overall impact of the iOS tweaks will be on the revenue forecast for this year. If you put all the iOS tweaks together, it’s that size. We can’t be more precise on this, it’s an estimate.”
