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Apple has never recently hidden their discontent with the way Facebook manages its users’ data. Now CEO Tim Cook has said publically that the upcoming macOS Mojave and iOS 12 versions of Apple’s Safari browser will feature “permission blockers”, throwing a spanner in the workings of Facebook’s advertising revenue generation.


“In Safari, enhanced Intelligent Tracking Prevention helps block social media ‘Like’ or ‘Share’ buttons and comment widgets from tracking users without permission,” Apple said in a statement. “The move won’t completely stop you from being able to use Like and Share buttons or make comments on sites using Facebook plugins on websites, but it will require you to take the extra step of confirming that you want to have Facebook share your data via a pop-up that warns of as much”.


The new system will work in such a way that if the IOS user does not consent to data sharing when they click like and share on Facebook, then the process will be interrupted locally before any data share consent is uploaded to Facebook.


This is a massive movement in the power games between two of the world’s largest companies. It’s a show of unity to Apple users, and a brand expression that Apple has your back and is working to secure your data and data permissions.


The company does not believe that the user experience will be massively inconvenienced, and presumably there will be an option to switch it off for dedicated Facebookers.


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