What happens when an unstoppable force hits an immovable object?
In a recent speech on the International Data Privacy Day in Brussels, Apple CEO Tim Cook went on the offensive against Mark Zuckerberg and Facebook. Cook’s speech appears to be a direct response to Facebook’s recent attack on Apple, in which the world’s largest social network ran full-page ads in several newspapers attacking Apple’s new privacy changes.
But the most fascinating thing is that Cook took aim directly at Facebook, without ever mentioning the name of the company.
Just check the following excerpt:
“Technology does not need a vast collection of personal data gathered on dozens of websites and applications to be successful. Advertising has existed and prospered for decades without it and we are here today because the path of least resistance is rarely one of wisdom.
If a company relies on deceiving users about data exploitation, based on choices that are not options, then it does not deserve our praise. It deserves reform.
We must not look away from the big picture and a moment of rampant misinformation and conspiracy theory is fed by algorithms. We can no longer turn a blind eye to a theory of technology that says that every engagement is a good engagement, the longer the better, and all with the aim of collecting as much data as possible.
Many are still asking themselves, ‘How much can we get away with?’ When they need to ask, ‘What are the consequences?’
What are the consequences of prioritizing conspiracy theories and violent incitement simply because of the high rates of engagement?
What are the consequences of not only tolerating, but rewarding content that undermines public confidence in life-saving vaccines?
What are the consequences of seeing thousands of users joining extremist groups and perpetuating an algorithm that recommends even more?
It is past time to stop pretending that this approach has no cause. A polarization of lost confidence and, yes, of violence.
A social dilemma cannot become a social catastrophe. “
The fact that Cook no The Facebook name somehow increases its impact. Because when you hear Cook’s speech, you can’t help thinking immediately about the house that Zuckerberg built.
If you’re wondering how Apple and Facebook disagreed, read more details here. But the reality is that these two tech giants have been heading into a major conflict for some time.
The problem is that the business philosophies of Apple and Facebook are diametrically opposed to each other:
Apple is a lifestyle brand. And part of the lifestyle that Apple sells is that users have more control over their privacy.
Facebook, on the other hand, is in the data business. The more data they collect about users, the more effectively they can sell targeted ads.
But collecting and selling all of that data comes at a great cost, as Cook points out. “The end result of all this is that you are no longer the customer,” said Cook. “You are the product.”
Cook continued to highlight the differences in the Apple and Facebook philosophies, in no uncertain terms.
“We believe that ethical technology is the technology that works for you,” said Cook. “It’s a technology that helps you sleep, it doesn’t keep you awake. It tells you when you’re done. It gives you space to create, draw, write or learn, and not just update once more.”
At first glance, it may seem that Apple and Facebook are on divergent paths. But in reality, they are on a collision course.
And does happen when an unstoppable force hits an immovable object?
One of them is destroyed.
The takeaway
There are important lessons here for entrepreneurs and business owners.
As Cook aptly points out, “advertising has existed and prospered for decades” without using data that was collected in less than transparent ways. And as customers have more options when it comes to how apps and websites track their data, experts predict that more and more people will choose not to do so.
If you’re an advertiser, you’ll need to adapt. Or die.
But there is also a bigger lesson at stake.
Now is the time to ask yourself:
What philosophy do I want to follow?
Do I want a company that serves my customers? Or one that takes advantage of customers to serve my business?
Because, in the end, only one of these philosophies is sustainable in the long run. The other will cause you to break and burn.
And while the long-term solution may initially be more challenging, remember:
“The path of least resistance is rarely the path of wisdom.”