‘They’re playing chicken:’ inside Mark Zuckerberg and Tim Cook’s feud

Tensions between Facebook and Apple have been growing, but is it just an attempt to get ahead of US antitrust regulators?

Facebook CEO Mark Zuckerberg and Apple CEO Tim Cook.

A longstanding feud between Mark Zuckerberg and Tim Cook could come to a head this week, as a highly-anticipated Apple operating system update will for the first time allow users to opt out of cross-platform tracking.

Tensions between Facebook and Apple have been growing for some time, but the new operating system threatens to kneecap Facebook’s business model and has turned up the heat, said Ari Lightman, a professor of digital media and marketing at Carnegie Mellon University’s Heinz College.