I think it’s a bit of a stretch to say Apple and Facebook are competitors. Apple makes its money selling stuff, Facebook by selling attention. That being said

I think it’s a bit of a stretch to say Apple and Facebook are competitors. Apple makes its money selling stuff, Facebook by selling attention. That being said, the incentives for Apple to become more like Facebook are quite strong and you can see it in the direction Microsoft has gone with Cortana and in-OS ads.