Why Apple would have never accepted Meta’s ‘friend’ request on AI

Apple vs Meta: Privacy, user data and more

Apple and Meta have rarely been the best of friends. Their relationship has been marked by tension and competition over privacy and approach to user data. The two CEOs have exchanged barbs in interviews over the years. Privacy concerns and revenue-sharing disputes have fuelled the tensions. There have been public spats, hurting of revenues, full-page ads and then some more.

Back in 2014, Cook took an indirect dig at Facebook when he said, “I think everyone has to ask, how do companies make their money? Follow the money,” Cook said. “And if they’re making money mainly by collecting gobs of personal data, I think you have a right to be worried. And you should really understand what’s happening to that data.”

Cook doubled his critique of Facebook and wrote an open letter on privacy on Apple’s site. “A few years ago, users of internet services began to realise that when an online service is free, you’re not the customer. You’re the product,” Cook wrote.

Zuckerberg didn’t take Cook’s comments too kindly and hit back in an interview with Time magazine. “A frustration I have is that a lot of people increasingly seem to equate an advertising business model with somehow being out of alignment with your customers,” Zuckerberg told Time. “I think it’s the most ridiculous concept. What, you think because you’re paying Apple that you’re somehow in alignment with them? If you were in alignment with them, then they’d make their products a lot cheaper!”

Apple vs Meta

When the Cambridge Analytica scandal broke in 2019, Cook took further Facebook and Zuckerberg to task. When asked how he would handle the situation. “I wouldn’t be in this situation,” he said. “The truth is, we could make a ton of money if we monetised our customer… If our customer was our product,… We’ve elected not to do that,” he said in a clear dig at Facebook.

The comments bothered Zuckerberg and it was reported that he asked all employees to stop using iPhone and switch to Android.

With iOS 14.5, Apple introduced App Tracking Transparency feature in 2021. It directly and badly hit Meta’s revenues as it gave users the right to stop websites, apps to track and use their data. Facebook took out a full-page ad in response “We are standing up to Apple for small businesses everywhere”. Apple hasn’t budged from its stance and Meta’s ad revenues continue to be hit.

Meta AI opens to Indian users across WhatsApp, Facebook, Instagram, Messenger

So why the talk of an AI partnership?

Apple hasn’t moved fast when it comes to generative AI whereas Meta certainly did. As did Microsoft and Google. It was no secret that Apple was in the market for a partner to integrate generative AI in its apps and services.  Apple announced a partnership with OpenAI to integrate ChatGPT with iOS 18. Users can opt to send certain requests to ChatGPT, which processes them and provides answers within Siri.

However, privacy remains a sticking point. Apple reportedly turned down the opportunity to integrate Meta’s large language model (LLM) into iOS due to privacy concerns. Apple is a stickler when it comes to user privacy.  The Cupertino company is cautious about data collection and user privacy, making any partnership with Meta a delicate dance.

Apple aims to offer a range of AI models beyond ChatGPT. That was something it made clear at WWDC 2024. So do expect Gemini AI to make its way to Apple’s devices and services. Reports have also suggested Apple was in talks with Amazon-backed Anthropic AI and the company hasn’t ruled out integrating other models.

So while other models might find their way in Apple’s scheme of things, Meta’s Llama AI may not be the one Apple turns to. There are no permanent friends or enemies in politics and business but Tim Cook and Mark Zuckerberg posing for photographs and announcing a partnership may be a bridge too far.