SAN FRANCISCO:  Apple and Meta (formerly Facebook), who are at odds over privacy improvements in iOS and the App Store, had previously intended to "create businesses together," with Apple talking to the social network run by Mark Zuckerberg about how it could increase the amount of money it makes from advertising.

The Wall Street Journal reported that Apple and Facebook talked about revenue-sharing agreements and a hypothetical subscription-based, ad-free version of Facebook. They talked about making ad-free, subscription-based versions of Facebook.

Also, Apple claimed that it was entitled to a share of some of Facebook's advertising revenue from so-called "boosted posts". With a boost, a user can pay to have more people see their Facebook or Instagram posts.
According to a person familiar with the situation, Apple, which doesn't take a cut of developer advertising, claimed that Facebook boosts should be regarded as in-app purchases, the report stated late on Friday. The conversations between the tech titans "primarily" took place between 2016 and 2018, however they were unable to come to an agreement.

After Apple implemented strict privacy changes in its App Store, Facebook is working to fix its ad-tracking algorithms.
As part of iOS 14.5 in 2021, Apple added the "Ask App not to Track" prompt, which had a big impact on many businesses. One such company is Meta, which predicted that the privacy changes to Apple's iOS will cost it a staggering USD 10 billion in 2022.

In April 2021, Apple released iOS 14.5 with the App Tracking Transparency (ATT) feature, which has had an impact on tech giants' digital advertising.

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