60 year old cook vs. 36 year old zakar, who can win the two kinds of Internet thinking?

以下是文章的主体部分

The following is the main body of the article

2019年7月，在美国爱达荷州太阳谷举行的科技和媒体大亨论坛上，苹果首席执行官蒂姆·库克（Tim Cook）和Facebook首席执行官马克·扎克伯格（Mark Zuckerberg）坐下来举行非正式会议，试图修复他们之间的紧张关系。

In July 2019, at a forum of technology and media tycoons in Sun Valley, Idaho, USA, Tim Cook, CEO of apple, and Mark Zuckerberg, CEO of Facebook, sat down and held informal meetings to try to repair the tension between them.

扎克伯格在2018年的艾伦大会上与Facebook高管丹·罗斯和首席运营官谢丽尔·桑德伯格联手

Zuckerberg joined Facebook executive Dan Ross and coo Cheryl Sandberg at the Allen conference in 2018

更重要的是，库克和扎克伯格互相攻击。2017年，由Facebook和其他苹果竞争对手资助的华盛顿一家政治公司发表匿名文章批评库克，并策划了一场虚假的竞选活动，让库克成为总统候选人，大概是为了颠覆他与前总统唐纳德J。王牌。2018年，当被问及如果处在扎克伯格的位置，他将如何处理Facebook的隐私问题时，库克简单地回答说："我不会处于这种情况。"

What's more, cook and Zuckerberg attacked each other. In 2017, a Washington political company funded by Facebook and other apple competitors published anonymous articles criticizing cook and plotted a false campaign to make cook a presidential candidate, presumably to subvert his close relationship with former president Donald J. trump. In 2018, when asked how he would deal with Facebook's privacy problems if he were in Zuckerberg's position, cook simply replied, "I won't be in this situation."

苹果和Facebook拒绝让库克和扎克伯格接受采访，称他们之间没有个人恩怨。在谈到新的隐私功能时，苹果表示："我们只是认为用户应该有权选择如何收集和使用自己的数据。"对此，Facebook表示，苹果的政策变化与隐私关系不大，而是为了追求利润免费的、由广告支持的服务对互联网的发展和活力至关重要，但苹果正试图以一种对他们有利、对其他人不利的方式改写规则

Apple and Facebook declined to let cook and Zuckerberg be interviewed, saying there was no personal grudge between them. Referring to the new privacy feature, apple said: "we just think that users should have the right to choose how their data is collected and used." In response, Facebook said that Apple's policy change has little to do with privacy, but is in pursuit of profit. "Free, ad supported services are critical to the growth and vitality of the Internet, but apple is trying to rewrite the rules in a way that benefits them and blocks everyone else," a company spokesman said

亲密的同志成为隐私的敌人

Intimate comrades become enemies of privacy

库克和扎克伯格第一次见面是在十多年前，当时库克是苹果的二把手，Facebook还处于起步阶段。一位苹果前高管表示，当时苹果甚至将Facebook视为对冲谷歌的工具。作为搜索巨头，谷歌已经通过Android进入移动软件领域。这位前高管表示，2010年前后，苹果数字服务主管埃迪•库伊（Eddie cue）曾与扎克伯格接洽，寻求在软件方面的合作。

Cook and Zuckerberg first met more than a decade ago, when cook was Apple's second in command and Facebook was still in its infancy. A former Apple executive said at the time Apple even saw Facebook as a hedge against Google. As a search giant, Google has entered the field of mobile software through Android. Around 2010, Eddie cue, Apple's head of digital services, approached Zuckerberg for cooperation on software, the former executive said.

知情人士说，在随后的会议上，扎克伯格对库伊表示，苹果必须为此次合作做出巨大贡献，否则社交网络将乐于独善其身。一些苹果高管认为，这些互动表明扎克伯格的态度相当傲慢。但另外两位知情人士表示，会谈气氛相当融洽，他们对两家公司高管会议的负面描述感到不解。这些讨论最终促成了苹果和Facebook的合作，允许iPhone用户直接在Facebook上分享自己的照片。

In the subsequent meeting, Zuckerberg told kuy that Apple had to make a big contribution to the collaboration, or the social network would be happy to stay on its own, people familiar with the matter said. Some Apple executives believe that these interactions show that Zuckerberg's attitude is rather arrogant. But two other people familiar with the matter said the atmosphere of the talks was quite harmonious and they were puzzled by the negative description of the two companies' executive meetings. These discussions eventually led to a partnership between apple and Facebook, allowing iPhone users to share their photos directly on Facebook.

尽管双方在会谈中存在许多分歧，但实际情况非常复杂，因为Facebook和苹果正变得相互依存。IPhone是人们使用Facebook移动应用的关键设备，Facebook（后来包括instagram和即时通讯服务WhatsApp）一直是苹果应用商店下载量最大的应用之一。

Although there were many differences between the two sides during the talks, the actual situation is very complicated, because Facebook and apple are becoming interdependent. IPhone is a key device for people to use Facebook Mobile App, and Facebook (which later included instagram and instant messaging service WhatsApp) has always been one of the most downloaded apps in Apple's app store.

到2014年，Facebook高管开始担心苹果对iPhone用户分发应用程序的影响。知情人士说，苹果有时会推迟通过应用商店对其Facebook应用程序的更新，这加剧了人们的担忧。

By 2014, Facebook executives began to worry about Apple's influence on iPhone users distributing their apps. People familiar with the matter said Apple sometimes delays updates to its Facebook app through the app store, adding to concerns.

2020年底，苹果要求应用程序开发商向其应用商店提供所谓的"隐私标签"，该标签以易于扫描的格式列出从用户收集的数据类型

At the end of 2020, apple asked app developers to provide its app store with so-called "privacy tags," which list the types of data collected from users in an easy to scan format

2014年2月，当Facebook董事会开会讨论代号为"钴计划"（project cobalt）的计划，即收购其他大规模社交应用程序时，与会者首先提到的是苹果的影响力。会议记录显示，Facebook首席运营官谢丽尔·桑德伯格（Sheryl Sandberg）支持这项交易，部分是为了保护Facebook免受苹果和谷歌对智能手机软件的控制。这些会议记录是去年公布的，作为国会对科技公司调查的一部分。

In February 2014, when the board of directors of Facebook met to discuss the plan codenamed "project cobalt", that is, to acquire other large-scale social applications, the first thing the participants mentioned was the influence of apple. According to the minutes, Sheryl Sandberg, Facebook's chief operating officer, supported the deal in part to protect Facebook from apple and Google's control of smartphone software. The minutes were released last year as part of a congressional investigation into technology companies.

桑德伯格说，在Facebook产品中添加另一款流行应用程序"将使操作系统提供商更难将公司的移动应用程序排除在移动平台之外"。

Adding another popular app to Facebook's products "will make it harder for operating system providers to exclude the company's mobile apps from the mobile platform," Sandberg said.

苹果前高管透露，库克对Facebook的看法也比较负面。2016年总统大选后，美国政府披露，俄罗斯滥用Facebook激怒了美国选民。2018年，剑桥分析公司（Cambridge analysis company）数据滥用丑闻曝光，凸显了Facebook收集大量用户数据的不当行为。

Former Apple executives revealed that cook's view of Facebook is also more negative. After the 2016 presidential election, the US government disclosed that the Russian abuse of Facebook angered US voters. In 2018, the data abuse scandal of Cambridge analysis company was exposed, which highlighted the improper behavior of Facebook in collecting a large amount of user data.

Facebook不能控制自己的命运？

Facebook can't control its own destiny?

知情人士说，库克决定就此与Facebook划清界限。尽管库克早在2015年就提出了隐私问题，但他在2018年加大了宣传力度。苹果甚至宣布了一条新的公司格言："隐私是一项基本人权。"。这符合苹果的营销策略，即人们应该以1000美元的价格购买iPhone，以帮助保护自己免受互联网的侵害。

Cook decided to draw a line with Facebook for this, people familiar with the matter said. Although cook raised the issue of privacy as early as 2015, he stepped up his publicity efforts in 2018. Apple has even announced a new corporate motto: "privacy is a fundamental human right.". This is in line with Apple's marketing strategy that people should buy iPhones for $1000 to help protect themselves from the Internet.

库克当年在接受媒体采访时，被问及剑桥分析公司滥用数据的问题时说，目前的情况"非常严重"，并建议有必要在Facebook上"实施更精心设计的监管措施"。

In an interview with the media that year, when asked about the abuse of data by Cambridge analytics, Cook said the current situation was "very serious" and suggested that it was necessary to "implement more carefully designed regulatory measures" on Facebook.

库克在2018年的苹果开发者大会上谈到了管理屏幕时间的新工具

Cook talked about new tools for managing screen time at Apple Developer Conference in 2018

随后，在2018年全球开发者大会上，苹果宣布了影响Facebook广告业务的技术变革。其中包括iPhone内置的屏幕时间跟踪器，用户可以为某些应用设置时间限制，这可能会影响Facebook等公司。因为这些公司需要人们花更多的时间在他们的应用程序上，以便向他们展示更多的广告。

Then, at the 2018 global Developers Conference, Apple announced the technological changes that have impacted Facebook's advertising business. These include the iPhone's built-in screen time tracker, which allows users to set time limits for certain apps, which can affect companies such as Facebook. Because these companies need people to spend more time on their apps in order to show them more ads.

苹果还表示，为了保护人们的隐私，它将要求该公司在不同的网站上追踪Safari浏览器的用户之前，必须获得用户许可。Facebook长期以来一直使用一种名为"cookies"的追踪技术来收集数据，这使得它可以向广告商收取更多费用。"这确实显示了苹果控制操作系统的力量，Facebook无法控制自己的命运，"广告公司GroupM商业智能主管布莱恩·维瑟（Brian Wieser）说

Apple also said that to protect people's privacy, it would require the company to license users of its Safari Internet browser before tracking them on different websites. Facebook has long used tracking technology called "cookies" to collect data, which allows it to charge advertisers more. "It really shows the power of apple to control the operating system, and Facebook can't control its own destiny," said Brian Wieser, head of business intelligence at advertising company GroupM

三名现任和前任Facebook员工表示，苹果的隐私措施在Facebook内部被视为"虚伪"。例如，苹果早就与谷歌签署了一项利润丰厚的协议，将谷歌的数据饥渴型搜索引擎嵌入苹果产品。一位知情人士说，扎克伯格私下告诉他的副手，Facebook"需要给苹果和库克带来痛苦"。

Three current and former Facebook employees said Apple's privacy measures were seen as "hypocritical" within Facebook. Apple, for example, has long signed a lucrative agreement with Google to embed Google's data hungry search engine into Apple products. Zuckerberg told his deputy privately that Facebook "needs to bring pain to apple and cook," a person familiar with the matter said.

在幕后，工作已经开始。早在2017年，Facebook就扩大了与华盛顿公共关系公司definers public affairs的合作，后者专门针对其客户采取反击行动。根据文件和前definers员工的说法，definers员工向记者分发了关于苹果不当行为的研究报告，并在definers相关网站上发表了批评库克的文章。

Behind the scenes, the work has begun. As early as 2017, Facebook expanded its partnership with Washington public relations firm definers public affairs, which specializes in counterattack actions against its customers. According to documents and former definers employees, definers employees distributed research reports on Apple's misconduct to reporters and published articles criticizing cook on definers related websites.

据《纽约时报》2018年报道，definers还发起了所谓的"草根营销"活动，在2020年选举库克为总统候选人，可能是为了让他成为特朗普总统竞选的目标。在一个名为"蒂姆库克2020年选秀"的网站上，有许多英雄的话，首席执行官曾经说过，并为他提供了一个模拟选举平台。网站背后的数据将其链接到定义者。

According to the New York Times in 2018, definers also launched the so-called "grassroots marketing" campaign to elect cook as the presidential candidate in 2020, probably to make him the target of Trump's presidential campaign. On the website called "Tim Cook 2020 draft", there are many heroic words that the CEO once said and provided him with a simulated election platform. The data behind the site links it to definers.

苹果和Facebook还在其他领域展开竞争，包括即时通讯、手机游戏和"混合现实"设备，这些设备本质上是可以将数字图像混合到现实世界中的眼镜。到2019年太阳谷会议时，扎克伯格和库克的关系已经达到冰点。然后事情变得更糟。

Apple and Facebook are also competing in other areas, including instant messaging, mobile games and "mixed reality" devices, which are essentially glasses that can mix digital images into the real world. By the time of the Solar Valley meeting in 2019, the relationship between Zuckerberg and cook had reached freezing point. Then things got worse.

苹果推出应用反追踪功能向FB宣战

Apple launches app anti tracking function to declare war on FB

苹果新的移动软件有一个提示功能，允许人们选择不被跟踪的广告目的

Apple's new mobile software has a prompt function that allows people to choose not to be tracked for advertising purposes

早在2020年6月，在虚拟开发者大会上，苹果隐私团队负责人凯蒂·斯金纳（Katie Skinner）就宣布，公司计划推出一项新的iPhone功能，要求应用程序获得用户的同意，以便在不同的应用程序之间跟踪用户。不过，斯金纳没有透露太多细节。她只介绍了大约20秒的功能。

As early as June 2020, at the virtual Developers Conference, Katie Skinner, the head of Apple's privacy team, announced that the company plans to launch a new iPhone feature, requiring applications to obtain the consent of users in order to track users between different applications. Skinner, however, didn't give much detail. She only introduced the function for about 20 seconds.

三名现任和前任员工表示，这是对Facebook的宣战。高管们认为，如果人们可以选择不被跟踪，可能会损害Facebook的广告业务。

Three current and former employees said it was a declaration of war for Facebook. Executives believe that if people can choose not to be tracked, it could damage Facebook's advertising business.

在接下来的几个月里，Facebook和苹果在给隐私组织和广告联盟的信中，就苹果的新功能互相狙击。然后在去年12月，Facebook在《纽约时报》和其他出版物上刊登了一则关于苹果隐私变更的整版广告。苹果公司声称，苹果新的隐私功能将损害小企业的广告功能，并表示将"勇敢地与苹果公司抗争"。

Over the next few months, Facebook and apple sniped at each other over Apple's new features in letters to privacy groups and advertising alliances. Then in December, Facebook ran a full page ad in the New York Times and other publications about Apple's privacy changes. The company claimed that Apple's new privacy features would damage the advertising capabilities of small businesses and said it would "fight bravely against apple.".

据报道，Facebook还将与广告商会面，就苹果的变化向他们发出警告。"一位Facebook产品总监在一次演讲中说："苹果在没有咨询业界的情况下做出了单方面的决定，这一政策将对各种规模的企业造成深远的伤害。"。苹果隐私变化的影响使Facebook更难发展。对其他企业来说，甚至可能危及其生存"

It is reported that Facebook will also meet with advertisers to warn them about Apple's change. "Apple has made a unilateral decision without consulting the industry, and this policy will cause far-reaching harm to enterprises of all sizes," a Facebook product director said in a speech. The impact of Apple's privacy changes makes it harder for Facebook to grow. For other enterprises, it may even endanger their survival"

苹果推迟了该功能的发布，以便应用程序开发者和广告商做好准备，但库克拒绝改变应用程序反追踪功能的工作方式。在一张展示新功能的图片中，苹果使用了大家熟悉的应用图片：Facebook。

Apple delayed the release of the feature so that app developers and advertisers could be ready, but cook refused to change the way the app's anti tracking function works. In an image showing the new features, apple uses the familiar app image: Facebook.

Link：https://new.qq.com/omn/20210429/20210429A02I8400.html

update time：2021-05-01 10:46:34