Tim Cook may have just finished Facebook

What happens when an unstoppable force strikes a stationary object?

In a recent speech on International Data Protection Day in Brussels, Apple CEO Tim Cook launched the offensive against Mark Zuckerberg and Facebook. Cook’s speech appears to be a direct response to Facebook’s recent attack on Apple, in which the world’s largest social network ran full-page ads in multiple newspapers attacking Apple’s new privacy changes.

But what is most fascinating is that Cook took aim directly at Facebook without ever mentioning the company by name.

Just check out the following snippet:

“Technology doesn’t need the vast amounts of personal data gathered across dozens of websites and apps to be successful. Advertising has existed and thrived for decades without it, and we are here today because the path of least resistance is seldom the path of wisdom.

If a business is built on deceptive users over data mining, on choices that aren’t choices at all, then it doesn’t deserve our praise. It deserves reform.

We must not look away from the bigger picture and a time of rampant disinformation and conspiracy theory is looming over algorithms. We can no longer turn a blind eye to a technology theory that says that every engagement is a good engagement, the longer the better, and all with the goal of collecting as much data as possible.

Too many people still ask the question, “How much can we get away with?” When they need to ask themselves, “What are the consequences?

What are the consequences of prioritizing conspiracy theories and incitement to violence simply because of high engagement rates?

What are the consequences of not only tolerant but rewarding content that undermines public confidence in life-saving vaccinations?

What are the consequences of seeing thousands of users join extremist groups and then perpetuating an algorithm that recommends even more?

It is high time to stop pretending that this approach has no cause. A polarization of lost trust, and yes, of violence.

A social dilemma cannot turn into a social disaster. “

The fact that Cook born Facebook name somehow increases its impact. Because upon hearing Cook’s speech, you can’t help but immediately think about the house Zuckerberg built.

If you’re wondering how Apple and Facebook came to disagree, you can read more details here. But the reality is that these two tech giants have been heading into major conflict for some time.

The problem is, the business philosophies of Apple and Facebook are diametrically opposed:

Apple is a lifestyle brand. And part of the lifestyle that Apple sells is that users have more control over their privacy.

Facebook, on the other hand, is in the data business. The more data they collect about users, the more effectively they can sell targeted ads.

But collecting and selling all this data comes at a high cost, as Cook points out. “The end result of all of this is that you are no longer the customer,” Cook said. “You are the product.”

Cook went on to further highlight the differences between Apple and Facebook’s philosophies, in no uncertain terms.

“We believe ethical technology is technology that works for you,” Cook said. “It’s the technology that helps you sleep, not keep you awake. It tells you when you’ve had enough. It gives you space to create, draw, write or learn, not freshen up once again.

At first glance, it might seem that Apple and Facebook are on divergent paths. But in reality, they are on a collision course.

So what Is occurs when an unstoppable force strikes a stationary object?

One of them is destroyed.

There are important lessons here for entrepreneurs and business owners.

As Cook rightly points out, “advertising has existed and flourished for decades” without using data that has been collected in a less than transparent manner. And as customers are given more choice in how apps and websites track their data, experts predict that more and more people will opt out of such tracking.

If you are an advertiser, you will have to adapt. Or die.

But there is also a bigger lesson involved.

Now is the time to ask yourself:

What philosophy do I want to pursue?

Do I want a business that serves my clients? Or the one who takes advantage of customers to serve my business?

Because in the end, only one of these philosophies is viable in the long term. The other will cause you to crash and burn.

And while the long-term solution may prove more difficult at first, remember: