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BBC News
By Jane Wakefield
image captionApple s Tim Cook (left) and Facebook s Mark Zuckerberg
A new feature is being introduced to iPhones and iPads this week which is causing a huge rift between Apple and Facebook.
It will allow device users to say no to having their data collected by any app.
Facebook has been put in a spin by this because user data - and the advertising it can generate - is what makes the company so profitable. This update could deal a severe blow to its business model.
What s it about?
The row focuses on a unique device identifier on every iPhone and iPad, called the IDFA (identifier for advertisers). Companies which sell mobile ads, including Facebook, use this IDFA to both target ads and estimate their effectiveness.