You are at the center of a war. It is the war on your privacy? Or maybe it’s a war about something else.

In Apple’s upcoming release of iOS 14 operating system that powers the iPhones, a prompt (pop-up) will now be given if you want to allow any app to track your activity across other apps and the web. This change seems insignificant because, at present, it is commonplace for apps to request your permission during the installation of the app after they are downloaded from the app store.

Facebook is upset about this alteration as its prime source of revenue is derived from targeted ads based on the collection of data that is mined from users activities across the web, apps, and of course, your activity on their social media platforms, Facebook, Instagram, Whatsapp, and other third party agreements they have acquired. Facebook’s earning was upwards of $86 Billion dollars. So allowing users to opt-out could potentially take a bite out of the data from the 1.5 billion iPhone users on the market today.

Most people I know would agree that they don’t want their data tracked across various apps. This is invasive and a bit presumptuous on any app maker’s part… right? Facebook has taken out full-page ads with the NYTimes and the Washington Post stating that the update will harm small businesses. The fact is, that’s not exactly wrong. The very engine behind Facebook’s advertising structure works very well based on all the data that it collects about its users. If you are a small business and want to put your ad in front of the right person to buy your product, it is very hard to beat Facebook or Google in this realm simply because they know the very best person – scratch that – user that will buy your product based on your ad. As a business owner, you can shape and fine-tune your ad based on this data to an enormous degree.

What about your privacy? There is none. You gave it away at sign-up and when you downloaded the app such as Facebook, and agreed to that 100,000-page privacy policy that you didn’t read but clicked ‘OK’ in order to dispel your boredom while waiting on…{whatever}.

So is Apple truly a champion of rights? Well, not so likely. The fact is, yes, there has been a LOT of criticism over privacy in the realm of technology these days. So why now, why has Apple suddenly trying to ebb the flow of privacy loss? For one, it appeals to consumers that a hardware maker such as Apple is doing something, or anything at all, to protect its users. Second, it’s a war on influence. Facebook’s data doesn’t just provide data to advertisers passively. Facebook because of its powerful engine has the ability to influence its users based on the data provides. That’s extremely powerful and can potentially be a problem for competing applications and at some point hardware makers as we see Facebook-owned companies are venturing.

It is naive to ever think that a tech giant has your best interests at heart. It’s always about the bottom line and protecting the future of that bottom-line. As we move forward into the future of smarter and better artificial intelligence, let’s not forget that the AI is serving its master and not the convenience of its subjects…