Exactly. > I don't really see how it matters. The benefits to us as consumers are the same regardless of motivation. This issue/debate doesn't take place in i

Exactly. > I don't really see how it matters. The benefits to us as consumers are the same regardless of motivation. This issue/debate doesn't take place in isolation. Consider it like casting a pebble in a pond: the waves cause all kinds of 2nd and 3rd order effects re-shape the environment in which things can happen. For one, the comment section already hints at how the perception of Apple as a brand is being re-shaped. The million dollar question is in what direction this will prompt both Apple and many other stakeholders down the line. If Apple gauges customer sentiment, what does it take away from that? And how will it act on changing sentiments? How is Apple going to capitalize on those changing sentiments? Not just purely in it's short-term commercial proposition, but also in it's long term vision and strategy. How will changing perceptions shape the relationship between Apple and public authorities scrutinizing Apple? Zooming out, this Apple adding a new feature: mandatory customer permission before sharing data. It sounds earth shattering novel but it really isn't in and of itself. That's what the GDPR has been enforcing since 2018. The key difference is Apple taking direct control over this transaction, instead of passively delegating things to the app developers. It's quite questionable if this move is going to create more awareness or change the playing field to a point where people stop installing the Facebook app and reach out towards alternatives. Far more interesting is seeing Facebook creating an ad as a response to this. You might think that this implies Facebook conceding defeat, but I don't think that's what's going on here. As far as FB is concerned, spending money on an ad is just a blip on its radar. It's above all a token display of dismay/disagreement towards Apple (that's what the article got right) and not much more. In the short run, this won't change much and it will mostly be business as usual. What matters is how this fits into a bigger power play between Facebook and Apple. The present fog of war makes it hard to make out right now, but the significance will become clear in the future.