Meta Slams Apple for ‘Undercutting Others’ With Ad Policy
Meta Platforms Inc. criticized Apple Inc. for changing its App Store terms to take a portion of social-media advertising revenue, saying the iPhone maker was “undercutting others in the digital economy. ”
The policy change, disclosed this week, requires users and advertisers to make an in-app purchase when they pay to “boost” posts in apps like TikTok and Meta's Instagram. Apple takes a commission of as much as 30% on in-app purchases, meaning a company like Meta would lose a portion of its ad revenue to the iPhone maker.
“Apple previously said it didn't take a share of developer advertising revenue, and now apparently changed its mind,” Meta, which also owns Facebook and WhatsApp, said in a statement Tuesday. “We remain committed to offering small businesses simple ways to run ads and grow their businesses on our apps.”
Apple, which is building its own advertising business, said that requiring an in-app purchase for boosts is just an extension of its existing policies -- and that other apps already comply.
“For many years now, the App Store guidelines have been clear that the sale of digital goods and services within an app must use in-app purchase,” the company said in a statement. “Boosting, which allows an individual or organization to pay to increase the reach of a post or profile, is a digital service -- so of course in-app purchase is required. This has always been the case and there are many examples of apps that do it successfully.”
Other social media companies with the option to boost posts, including TikTok and Twitter Inc., also didn't immediately respond to requests for comment.
According to Apple's policy, apps for the sole purpose of letting marketers purchase ads and manage campaigns across different media --
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