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Why is Apple fighting Facebook, and how does it relate to "Godfather"? - Walla! Business

2021-02-02T09:28:58.392Z


Apple has declared war on Facebook and there is more than one reason for this. Her technique is also particularly interesting. Why did this happen and why does Tim Cook mention the Corleone family in his technique?


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Why is Apple fighting Facebook, and how does it relate to "Godfather"?

Apple has declared war on Facebook and there is more than one reason for this.

Her technique is also particularly interesting.

Why did this happen and why does Tim Cook mention the Corleone family in his technique?

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Eliav Alluf

Tuesday, 02 February 2021, 11:04

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In the video: Apple, Google, Amazon and Facebook were questioned at the US Congress about harming competition (Photo: Reuters, Editing: Nir Chen)

You may not have noticed, but in recent months there has been a battle between Apple and Facebook, which could affect the future of the Internet.



Less than two days ago, Apple CEO Tim Cook posted a press release that did not mention Facebook, but somehow, everyone understood who he meant. In the announcement, he wrote, among other things, that "if a business is built on user fraud and information exploitation, on non-elections Elections, then he does not deserve our praise, he deserves reform. "



Cook hints that Facebook, because of its greed, is guilty of a variety of social ills, including encouraging Pike News and violence. Why? Because what matters to it is ENGAGEMENT, the involvement of surfers. The more extreme the content. And more interestingly, users spend more time on the social network, and so Facebook makes more money - from the ads, of course. "Facebook's data collection makes you no longer the customer, you the product," says Cook.



But why Apple CEO, the high-value company Most in the world - $ 2.2 trillion, expressed in such sharpness?

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We are the good, they are the bad.

Tim Cook (Photo: Reuters)

Where did the mess even start?

It all started when Apple, the maker of the iPhone, decided to change the terms of use of its device, as part of the upgrade to iOS14.

In particular, it wanted to ensure more privacy for its users.

Apple actually tells its customers "Do you want advertisers to follow you? Give explicit permission to do so."



We know that most users of digital products prefer to stay with the default, which in this case would be to not allow Facebook to follow them.

And this is very bad news for Facebook, which makes a living from advertising.



Mark Zuckerberg is under pressure, which means the tough line Apple is taking is likely to hurt Facebook's business performance.

The iPhone is no longer a cell phone, but the preferred device for the more established customers in the US. IPhone owners buy much more through their mobile phone than Android owners, and they buy much more money on average. Apple, in other words, controls access to the best customers in the US, And maybe in the world - and that could severely hurt advertisers who use Facebook.

So what does Zuckerberg do about it?

In recent weeks, Facebook has been posting full-page ads in leading U.S. newspapers, including the New York Times, The Washington Post and the Wall Street Journal. because these are not able to publish in a focused way.



loss of advertising revenues of content sites would impel them to move to a model of the subscriber, who surfers who could afford to purchase a subscription - will not get access to quality content, now available for free throughout the network.


in other words, Facebook altogether worried about us , small business owners and users.



So who is right? Apple or Facebook?

Pressed and rightly so.

Mark Zuckerberg (Photo: Reuters)

Why did Tim Cook say those things?

We know that none of the parties here are innocent, but the hint of Cook's uncharacteristic bluntness can be found where he said it: in Brussels, Belgium.



Wait, what is he doing in Brussels?



He met with representatives of the European Union, which is examining whether to declare Apple a monopoly that abuses its power.

Apple is also under investigation by the US Department of Justice, and is also facing a lawsuit from EPIC GAMES, the maker of the game Fortnite, which has decided it does not want to transfer 30% of its revenue to Apple's App Store.



But not only Apple, but also Amazon, Google and Facebook, of course, are under the magnifying glass of the US Department of Justice.

The U.S. Department of Justice has already revealed that Google and Facebook not only coordinated the division of the advertising market between them, but also agreed to defend together in the event of a future lawsuit by the U.S. Department of Justice - in a document dubbed "Blue Jedi" in Google's internal documents.

In other words, what we see here is Facebook and Apple - conducting a public relations battle to convince the regulators that they are the "best" in the story.

What did Apple learn from the godfather?

Apple's media strategy is based on the same concept that led to the success of the movie "The Godfather".

The "godfather" succeeded because he made the criminals "good."

And what brilliant technique did Francis Ford Coppola use to do this?



Among other things, Coppola made sure we did not have anyone in the film with whom to identify other than members of the Corleone family.

The good people, they are actually hypocrites (Bonassera the Undertaker), corrupt (police officer from Klaski) or stupid (Kay, Michael's partner).

The bad guys in the movie, they're really bad.

They are not just criminals who lie, cheat, steal, murder and rob.

They are unscrupulous and immoral people.

The "godfather", Vito Corleone, is actually good, not wanting to allow drug trafficking.

And his son, Michael, who kills a cop and then the heads of other crime families, is merely "protecting the family." In the



hands of an artist, Coppola paints a reality where there are no really good ones. Bad-hearted or fake. There are the bad guys, who are criminals who are only interested in money and power. And that leaves us with the good guys, the Corleone family.



And what did Apple learn from the godfather? If we look at the history of recent years, we'll see the godmother's strategy. "Apple's is reflected in a variety of cases.

  • Apple announces that it is looking for a place for new offices - but clarifies that it will not hold a beauty contest.

    In other words, Apple is the "good" while Amazon, which has caused dozens of U.S. cities to beg to have its offices located with them, is "the bad."

  • Apple declares that privacy is a basic human right, the kind of thing that makes the American people what they are.

    This means that Apple is "the good", while Facebook, and Cambridge Analytics are the "bad".

  • Apple emphasizes the importance of our digital health.

    Parents should be able to control their children's addiction to apps and social media, no?

  • And again, Apple is "the good", while Facebook, Google, Amazon, are "the bad".

Eliav Alluf

Apple makes us forget the amount of data it stores on us and the tremendous business power it has.

We suddenly do not remember all the suicides of the Chinese workers, who are engaged in the manufacture of the devices, following the deplorable working conditions.

Like Godfather, Apple understands that you don't have to be really good - you can be good-bad, you just have to make sure everyone around you is bad-bad.



Eliav Alluf is an international lecturer, marketing consultant and author of the book "What Did the World's Successful Companies Learn From Mafia Movies?"



To the blog of Eliav Ellouf

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Source: walla

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