Why Facebook and Apple are fighting over your iPhone Mike Snider, USA TODAY Your iPhone will soon be a battlefield in the clash between Apple and Facebook. When Apple updates iOS14, its iPhone and iPad operating system, in the next few weeks, you and up to about 1 billion or so of its users will face a decision: Do you want apps like Facebook to keep collecting data to offer personalized ads across other sites and apps? iPhone users currently can go into settings to prevent cross-site tracking. But Apple is adding this "App Tracking Transparency" feature to give consumers more control over how their data is handled.