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Before stifling Facebook's advertising sales, Apple sought a cut of Facebook's ad sales


By TechThop Team

Posted on: 17 Aug, 2022

Despite their current tense relationship, Apple was once in talks with Meta about how to make more money from its App Store presence, according to The Wall Street Journal.

There was a report that Apple argued it deserves a cut of Facebook's advertising revenue. It was boosted posts that were in question, which allow users to boost their posts to reach more people, the WSJ reports.

A portion of boosted posts was taken by Apple, which is famous for taking a cut; Meta argued that they were ads. Meta appears to have won.

Boost sales from Meta haven't been Apple's only concern. As an in-app purchase, Tumblr's recently-introduced boost-like feature was rejected by Apple, according to Automattic CEO Matt Mullenweg.

It is also reported that Apple and Meta discussed a Facebook subscription that would remove ads from the social network. As a result, Apple could have made revenue from subscriptions sold within its app, which would have been beneficial for the company.

Neither company was able to come to an agreement on the ideas. In 2016, 2017, and 2018, most of the discussions took place.

A request for comment was not immediately responded to by Apple or Meta. When it comes to ads, Apple and Meta are ideologically opposed; Apple stresses privacy as a key differentiator for its products, while Meta relies heavily on advertising.

Apple's 'Ask App not to Track' prompt introduced in iOS 14.5 last year has greatly impacted Meta's ad revenue, costing the company $10 billion.

According to the Wall Street Journal, Meta executives also considered halting data collection from third parties (such as what's used for targeted advertising). However, CEO Mark Zuckerberg 'opted instead to leave most of the company's data-collection practices in place.'

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