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They created an exception to their rules for Über [1], a much smaller company than Facebook. If Facebook came with some convincing reason why they really needed

• mikeash 9y ago
  It would have to be a convincing reason to Apple, though. In Uber's case, that convincing reason was providing a better Uber experience on the Apple Watch, which is something Apple would go for. I'm pretty sure Apple would not go for "let us listen to the microphone at all times so we can tailor advertising by spying on the user's conversations."