Why did Meta/Meta CEO Mark Zuckerberg decide to start a public fight against Apple?

 Mark Zuckerberg's public criticisms of Apple, while not a full-blown "fight," stem from a confluence of factors, each with its own weight:

1. Data Privacy: Apple's App Tracking Transparency (ATT) feature, introduced in iOS 14.5, requires users to explicitly opt-in to app tracking. This significantly impacted Meta's advertising revenue, as they rely heavily on user data for targeted advertising. Zuckerberg has been vocal in his criticism of ATT, calling it "anti-competitive" and arguing it hurts small businesses, though critics point out it protects user privacy.

2. Platform Control and Fees: As Meta operates primarily on platforms controlled by Apple and Google, they are subject to platform fees and App Store guidelines. Zuckerberg views these fees as excessive and restrictive, hindering Meta's ability to innovate and control its user experience. This criticism extends beyond Apple, encompassing Google as well.

3. Metaverse Vision: Zuckerberg sees the Metaverse as the next frontier of social interaction and commerce. However, Apple's walled-garden approach and privacy measures could potentially hinder Meta's ambitions in this area. By advocating for open standards and interoperability, Zuckerberg hopes to create a Metaverse that's not dominated by any single company.

4. Personal Rivalry: Some analysts suggest there's an underlying personal rivalry between Zuckerberg and Apple CEO Tim Cook, stemming from differing philosophies on user privacy, data collection, and the future of technology.

5. Public Image: By criticizing Apple, Zuckerberg might be trying to portray Meta as a champion of user privacy and open platforms, potentially improving its public image after various scandals and privacy concerns.

It's important to note that the situation is complex, and these factors intertwine. Each player has its own narrative and motivations, and attributing one clear reason for Zuckerberg's criticisms is challenging. Ultimately, it's a battle between tech giants with differing visions for the future of technology, where competition, privacy, and control are central themes.