2025-05-01T14:18:33Z

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In the late 2000s, Facebook emerged as a dynamic force in the digital landscape, thriving as a desktop web platform. During this time, it played host to an array of third-party games and applications, with FarmVille becoming a cultural phenomenon that captivated millions. However, the landscape began to shift dramatically with the rise of mobile devices like the iPhone. This transition marked a pivotal moment for Facebook, as the once-booming platform faced new challenges, particularly due to the stringent rules imposed by Apple's App Store.In a thought-provoking interview with Ben Thompson from Stratechery, Meta's CEO Mark Zuckerberg took a moment to reflect on how these App Store rules impacted Facebook's evolution and business model. He highlighted a critical aspect of this transition: Apple's prohibition against allowing Facebook to operate as "a platform within a platform" on iOS. This limitation was a significant factor that contributed to the decline of the FarmVille era, which had been a substantial revenue generator for Facebook.Zuckerberg articulated this point, stating, "Well look, the original Facebook platform was something that really just made sense for web, and it was sort of a pre-mobile thing. As the usage transitioned from desktop web to mobile, Apple basically just said, 'You can't have a platform within a platform and you can't have apps that use your stuff.' So that whole thing, which had grown to be a meaningful part of our business I think by the time that we had our IPO in 2012, I think games and apps were about 20% of our business but that basically just didn't have much of a future."However, Zuckerberg was careful to note that Apple was not solely responsible for these challenges. In the early 2010s, Facebook made several strategic decisions that included restricting access to certain APIs. These changes were driven by rising concerns over privacy, security, and the overall user experience, which also played a role in shaping the ecosystem of games and applications on its platform.The Meta CEO expressed a sense of "deep bitterness" regarding the friction between Facebook and Apple, suggesting that these issues are not isolated but part of a broader pattern of tension. He remarked, "[] it was one of these things that I think is really just an artifact of Apple's policies that I think has led to this deep bitterness around not just this, but a number of things where they've just said, 'Okay, you can't do these things that we think would be valuable,' which I think to some degree contributes to some of that dynamic between our company and theirs. I think that's unfortunate."In recent years, Facebook has faced additional hurdles due to Apple's implementation of App Tracking Transparency, a feature that restricts targeted advertising on iOS devices. Zuckerberg has been vocal about his belief that mobile platforms should adopt a more open approach, akin to desktop operating systems such as macOS and Windows.With escalating legal challenges against Apple across the globe, Zuckerberg's calls for a more open ecosystem may soon gain traction. The App Store's restrictive policies have faced increasing scrutiny in recent years. Just a day prior to Zuckerberg's comments, Epic Games achieved a significant legal victory against Apple. A U.S. judge ruled that Apple had violated a 2021 injunction mandating that the tech giant allow app developers to direct customers to third-party purchasing options on the web through in-app links. This ruling requires Apple to cease obstructing developers' ability to communicate with users and halts the company's practice of charging a 27% commission on purchases made via these in-app links.Further intensifying the scrutiny, the U.S. Department of Justice filed an antitrust lawsuit against Apple last year, alleging that the company unlawfully maintains a monopoly over the smartphone market through the iPhone and its tightly controlled ecosystem.As the regulatory landscape continues to evolve, the walls surrounding Apple's notorious "walled garden" appear to be gradually eroding, paving the way for a more open and competitive digital marketplace.