On Thursday, Tim Cook the CEO of Apple has fired up the number of indirect shots at Facebook and many other social media companies. The online privacy battle is increasing and set against the iPhone maker.

Cook further said “Too many are still asking the question ‘how much can we get away with?' when we should be asking ‘what are the consequences?”, “What are the consequences of not just tolerating but rewarding content that undermines public trust in life-saving vaccinations? What are the consequences of seeing thousands of users join extremist groups and then perpetuating an algorithm that recommends more?"

On virtual conversation on International Conference on Computers, Privacy & Data Protection, Cook said it is the “time to stop pretending that this approach doesn't come with a cost of polarization, lost faith, and yes, of hostility."

No, the specific company was targeted by Cook but his words left doubts that he points on the social media sites that are criticizing for the planned theories, hatred, misinformation   that was spread on January 6 when Congress confirm the elections regarding the new President Joe Biden.

Cook further added that “A social dilemma cannot be allowed to become a social catastrophe," which referred to a Netflix documentary regarding the technology and the social media especially, corrosive effects on society, that the film targets on Facebook and showed people how over 3 billion users are being manipulated to have a look at the ads by which most of the profit is being generated.

The attack from Cook’s side has come over saying that Apple is working on a new privacy control that will stop iPhones apps from being traced secretly. Though, the accurate date is not given yet but it is known that the most awaited safeguard known as App Tracking Transparency which is a software update of an iPhone will be arriving later in March or in April somewhere.

The delayed in the plan of the September announcement of this safeguard in the middle of Facebook-led objection, previously Apple stated that it will be launching early in this year of 2021. The newest plan has been released by Apple of update as a component of Data Privacy Day.

Apple was waiting for so long to give Facebook and other application creators more opportunity to conform to an element that will require iPhone users to give their clear agreement to be followed. Investigators predict that a significant number of users should reject that approval once it requires their approval. At present, iPhone users are often followed by applications they introduce except if they make the additional step of going into iPhone settings to avoid.

 “Technology does not need vast troves of personal data, stitched together across dozens of websites and apps, in order to succeed," Cook said. “Advertising existed and thrived for decades without it."

In addition to Cook's comments,11-page report was also released by Apple demonstrating that how much the applications in daily life can study about their users.

A further step was also taken by Facebook on Apple's new protection control a month ago in a sequence of full-page notices in The New York Times, The Wall Street Journal, and more newspapers. That task recommended some free computerized administrations will be limped on the off chance that they can't collect the data to twist the promotions. CEO Mark Zuckerberg on Wednesday put up a question on Apple's thought processes in the changes, saying the iPhone producer "has every incentive" to utilize its own versatile stage to meddle with adversaries to its own informing application.

 “Apple may say that they are doing this to help people, but the moves clearly track their competitive interests,” Zuckerberg said.

Google similarly depends on close to home in order to control the Internet's greatest notice organization, hasn't joined Facebook in its analysis of Apple's future controls on following. Google benefits from being the default internet searcher on the iPhone, a valued situation for which it pays Apple yearly the amount of an expected $9 billion (generally Rs. 65,700 crores) to $12 billion (generally Rs. 87,600 crores).

Yet, in Wednesday’s blog entry Google cautioned that Apple's new controls will in total affect the iPhone notice income of other applications in its advanced organization. Google said a "small bunch" of its own iPhone applications will be influenced by the new condition, though plans to make changes to them so they won't be influenced by Apple's new controls. It didn't identify which applications.

"We stay focused on safeguarding a lively and open application environment where the users can get to an open scope of announcement uphold content with sureness that their security and decisions are regarded," composed Christophe Combette, bunch item chief for Google Ads.