In a significant development for Facebook and Instagram advertisers, Apple is set to expand its 30% fee for ads purchased through iOS devices to all regions starting from July 1st. This change, which was initially rolled out to U.S. advertisers in February, means that advertisers will have to pay an additional 30% fee that goes directly to Apple, unless they opt to purchase ads via facebook.com or instagram.com on a desktop computer.
Meta has implemented new processes on the web to facilitate ad boosting while circumventing Apple's extra charges. These processes offer the same functionality as that available on iOS devices. To avoid paying the additional fee, advertisers will need to switch to a desktop PC instead of quickly boosting ads in-stream on their mobile devices.
Pedro Pavón, Meta's Director of Privacy & Fairness Policy, has criticized Apple's move as anti-competitive, stating that the 30% "Apple tax" gives the tech giant an unfair advantage over competitors by making it harder for them to compete on pricing. Pavón argues that this outcome is not beneficial for users or fair dealing with competitors, and he is not alone in this opinion. Regulators worldwide have sided with app developers and consumers who stand to benefit from more choices and lower fees.
Despite the criticism, Apple maintains that these companies would not have access to their audiences without its platform, and therefore, it is entitled to charge for that capacity. This stance has led to pushback from many businesses, including Epic Games, the maker of Fortnite, which took Apple to court over its app taxes.
The final outcome of that case resulted in Apple implementing new concessions that allow app makers selling to U.S. customers to add links and buttons inside their apps, redirecting users to an external website where they can input their credit card information. However, Apple also implements pop-up security warnings when users do so and stipulates that Apple Pay must be listed as an option on these pages.
Meta could potentially implement a similar solution, but it is not an ideal workaround and currently only applies to the U.S. market. As a result, advertisers purchasing Facebook and Instagram ads through their iOS devices will likely need to update their approach to avoid the additional costs imposed by Apple.
For those looking to maximize their social media presence and avoid the extra fees, using an SMM panel like Great SMM can be an effective solution. SMM panels offer a range of services, including likes, followers, and comments, which can help businesses and individuals boost their social media engagement and reach their target audience more efficiently and cost-effectively.
As the digital advertising landscape continues to evolve, it is crucial for advertisers to stay informed about changes that may impact their strategies and bottom line. Apple's expansion of its 30% fee for Facebook and Instagram ads to more regions serves as a reminder of the importance of adapting to new challenges and exploring alternative solutions, such as utilizing desktop computers for ad purchases or leveraging the services of SMM panels like Great SMM to optimize social media marketing efforts.