Just when I thought the relationship between Apple and Meta couldn’t get more hostile, here we are.
Apple’s new App Store tax on ads is a direct shot at Meta
On Monday, Apple quietly updated its App Store rules to require that iOS developers use in-app purchases — and thereby give Apple 30 percent — on “sales of ‘boosts’ for posts in a social media app.” This primarily affects Facebook and Instagram, which let people pay to boost the reach of their posts. It’s the first time Apple has directly taxed advertising in iOS apps.
Meta, of course, isn’t happy. Company spokesperson Tom Channick sent The Verge the following statement: “Apple continues to evolve its policies to grow their own business while undercutting others in the digital economy. Apple previously said it didn’t take a share of developer advertising revenue, and now apparently changed its mind. We remain committed to offering small businesses simple ways to run ads and grow their businesses on our apps.”
“Apple continues to evolve its policies to grow their own business while undercutting others in the digital economy”
Paying to boost posts is a common feature across not just Meta’s apps but other social apps like Twitter and TikTok. The difference for Facebook and Instagram is that they currently don’t use Apple’s in-app purchase system for boosting posts while Twitter, TikTok, and others do. I’m told that several years ago, Apple pressured Facebook to start routing these boosted post payments through the App Store, and Facebook resisted. (You can read more about that in this great story by