Apple’s iOS 14 is soon to launch for the new iPhone. It is a momentous leap in privacy, but Facebook has confirmed it could be their worst nightmare.

It’s September, which means the new iPhone and the all new iOS14 is imminent. But its seemingly not all good news for social media giants such as Facebook. Facebook have admitted that Apple’s new privacy features would impact them and their partners heavily. This is due to iOS 14 no longer collecting iPhone identifiers for advertisers (IDFA) due to apple wanting to strengthen measures to prevent services tracking user data across apps.

This new iOS 14 feature requires users to Opt in to turn this feature on. Before your data is tracked you will receive a notification stating “an application would like to track you across apps and websites by other companies. Your data will be used to deliver personal ads to you”. Apple will then give you the option to accept.

Facebook among other companies have openly said that this will have a large impact on businesses ability to market to their customers in these modern social media driven digital marketing campaigns. This has led to Facebook and Apple’s relationship from bad to worse after Facebook have made the comment “Ultimately, despite our best efforts, Apple’s updates may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14.”

Although this is quite big change that will have to force companies to change how they market through social media and websites, it is a promising change for users and their privacy.

Apple’s bold move of forcing Facebook to think about how they may change their revenue streams enforces that they take their privacy-minded users and customers seriously and with respect.