Zuckerberg and Cook's Tech Rivalry Escalates: From Privacy Disputes to AR Headset Showdowns

The ongoing rivalry between Mark Zuckerberg of Meta (formerly Facebook) and Tim Cook of Apple has been a defining feature of the tech landscape for nearly a decade. This feud, rooted in fundamental disagreements over business models and values, has seen numerous public exchanges and legal battles. The Genesis of the Feud The public tension between Zuckerberg and Cook first emerged in 2014 when Cook criticized Facebook’s business model, which relies heavily on user data collection and advertising. Zuckerberg responded by calling Cook’s claims "ridiculous" and slamming Apple’s products for being overly expensive. This marked the beginning of a long-standing mutual animosity. Major Flashpoints Cambridge Analytica Scandal Following the Cambridge Analytica scandal in 2018, where Facebook's data practices were scrutinized, Cook renewed his criticism, alleging that Facebook's actions were harmful to consumers. Zuckerberg’s privately reported outrage led him to instruct Facebook employees to switch from Apple to Android devices. Contention at Sun Valley In 2019, the two CEOs met at the annual Sun Valley retreat in Idaho. The meeting was contentious, according to reports from The New York Times, further straining their relationship. App Store Policies In August 2020, Zuckerberg joined the chorus of critics attacking Apple's App Store policies. Apple’s release of iOS 14.5 in April 2021, which included enhanced privacy features, was a significant turning point. Facebook argued that these changes would undermine its targeted advertising capabilities and cost the company billions of dollars. Zuckerberg also accused Apple of frequently interfering with how Facebook’s apps function, labeling Apple’s privacy claims as "misleading." Legal Skirmishes and Support for Rivals Facebook’s frustration with Apple reached new heights when it announced its support for Epic Games in the latter’s legal battle against Apple. In 2024, Meta, along with Microsoft, X, and Match Group, argued that Apple had flouted a 2021 court injunction requiring the company to allow developers to guide users to alternative payment systems outside the App Store. Apple countered by stating that it had fully complied with the injunction. Virtual and Augmented Reality One of the more recent theaters of conflict involves virtual and augmented reality (VR and AR). Apple launched its Vision Pro headset in February 2024, and Zuckerberg quickly critiqued it, claiming that Meta’s Quest headsets are not only a better value but also superior products overall. Zuckerberg highlighted the significant price difference, noting that the Quest is “seven times less expensive” and “10 times cheaper than Apple’s.” He also emphasized that Apple hasn’t invented anything revolutionary since the iPhone, suggesting that Apple’s dominance might not extend to new computing paradigms. Meta’s CTO, Andrew Bosworth, chimed in, criticizing the Vision Pro's motion blur and discomfort issues. AI Partnership Dispute The companies’ disagreements extended into the realm of artificial intelligence (AI) when Apple reportedly rejected a proposal to integrate Meta’s AI chatbot into iPhones. This rejection was seen as another indication of the strained relationship between the two tech giants. Recent Comments and Future Investments In May 2025, at the Stripe Sessions conference, Zuckerberg was prompted to comment on both Cook and Google CEO Sundar Pichai. He tactfully dodged the Apple issue, saying, "Tim's had a bad week," but expressed camaraderie with Pichai. Zuckerberg also discussed Meta’s substantial investments to stay competitive with Apple and Google, emphasizing the need to be better and earlier in the AR and VR markets due to the significant existing ecosystem advantages these companies enjoy. Industry Reactions and Company Profiles Industry insiders view the Apple-Meta feud as a symptom of the broader tension between open and closed technology ecosystems. Apple has long prided itself on its closed, curated system, which emphasizes security and privacy, while Meta operates an open platform that allows for greater flexibility and innovation. This dichotomy has fueled the rivalry, with each company advocating for its approach as the superior model for the future of tech. Apple, under Cook’s leadership, has become known for its stringent privacy policies and high-end, premium products. Meta, led by Zuckerberg, has transformed from a social media giant to a leader in VR and AI, with a focus on democratizing access to technology and fostering innovation through open platforms. Despite the personal and company-level conflicts, both Apple and Meta continue to innovate and shape the tech industry, albeit in different ways. The feud underscores the divergent visions of two of the world's most influential tech leaders and highlights the importance of competition and differing approaches in driving technological progress.