The fracas between Apple and Facebook, which owns Instagram, revolves around advertising data and how it is used on Apple devices. For Facebook and some others, there's a lot of money at stake.
source https://www.seattletimes.com/business/technology/on-iphones-facebook-and-apple-begin-a-war-of-pop-up-messages/?utm_source=RSS&utm_medium=Referral&utm_campaign=RSS_technology
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