Apple’s latest advertising plays signal a clear intent to feed more revenue into its budding ads business, though they also further ramp up existing tension between itself and Meta.
With the new guidelines, which arrived under the radar, Apple now requires iOS-compatible social media platforms to register paid social media “boosts” — a tool used by advertisers to grow the exposure of their organic posts — as in-app purchases, allowing Apple to take a 30% cut. A spokesperson for Meta already slammed the decision in a statement to CNBC, claiming it’s “undercutting others in the digital economy.”