What happens if an unstoppable force strikes an immobile object?
In a recent speech at Brussels’ International Privacy Day, Apple CEO Tim Cook led the offensive against Mark Zuckerberg and Facebook. Cook’s speech appears to be a direct response to Facebook’s recent attack on Apple, in which the world’s largest social network took out full – page ads in several newspapers attacking Apple’s new privacy changes.
But what’s most fascinating is that Cook targeted Facebook directly without ever mentioning the company by name.
Just look at the following excerpt:
“Technology does not require large amounts of personal data put together on dozens of websites and apps to succeed. Advertising exists and for decades without it, and we are here today because the path of least resistance is rarely the path of wisdom. …
If a business is built on misleading users about data mining, on choices that are not choices at all, it does not deserve our praise. It deserves reform.
We should not look away from the bigger picture, and a moment of unbridled disinformation and conspiracy theory is toppled by algorithms. We can no longer watch cloths for a theory of technology that says that all engagement is good engagement, the longer the better, and all with the aim of collecting as much data as possible.
Too many still ask the question, “How much can we get away with?” When they have to ask, “What are the consequences?”
What are the consequences of conspiracy theories and violent incitement due to the high level of involvement?
What are the consequences of not only tolerating content but also being rewarding that undermines public confidence in life-saving vaccinations?
What are the consequences of seeing thousands of users join extremist groups and then continue an algorithm that recommends even more?
It is long overdue to stop pretending that this approach has no cause. A polarization of lost confidence, and yes, of violence.
A social dilemma cannot be allowed to become a social catastrophe. ‘
The fact that Cook not call Facebook its impact in some way. Because when you hear Cook’s speech, you can not help but immediately think of the house that Zuckerberg built.
If you’re wondering how Apple and Facebook ended up against each other, you can read more of the details here. But the reality is that these two technology giants have been heading for a major conflict for some time.
The problem is that the philosophies of Apple and Facebook are diametrically opposed:
Apple is a brand for lifestyle. And part of the lifestyle that Apple sells is that users have more control over their privacy.
Facebook, on the other hand, is in the data industry. The more data they collect about users, the more effectively they can sell targeted ads.
But collecting and selling all the data takes Cook, as Cook emphasizes. “The end result of it all is that you are no longer the customer,” Cook said. “You are the product.”
Cook further emphasized the differences in Apple and Facebook’s philosophies, without any ambiguity.
“We believe that ethical technology is technology that works for you,” Cook said. “It’s technology that helps you sleep, not keep up. It tells you when you’ve had enough. It gives you space to create, draw or write or learn, and not just refresh once more.”
At first glance, it may seem like Apple and Facebook are on different paths. But in reality, they are on a collision course.
Approximately do happens when an unstoppable force strikes an immobile object?
One of them is destroyed.
The takeaway
Here are important lessons for entrepreneurs and business owners.
As Cook aptly points out, “advertising has been around for decades” without use of data collected in less than transparent ways. And because customers offer more choice when it comes to applying apps and websites, experts predict that more and more people will opt for the tracking.
If you are an advertiser, you need to adapt. Or die.
But there is also a bigger lesson at stake.
Now is the time to ask yourself:
What philosophy do I want to follow?
Do I want a business that serves my customers? Or one that customers utilize to serve my business?
Because in the end, only one of these philosophies is sustainable in the long run. The other one will make you crash and burn.
And while the long-term solution may be more challenging at first, keep in mind:
“The way of least resistance is seldom the way of wisdom.”