Big rivalries between companies, such as Coca-Cola, Pepsi, Boeing, Airbus, McDonald's, and Burger King, tend to have one side recurring - opposition to similar businesses.
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| Apple's Tim Cook and Facebook's Mark Zuckerberg |
This is why Facebook and Apple runner is so intriguing.
They are both big tech companies, and this is where the similarities end.
Almost all of Facebook's revenue comes from ads, but it provides only a small portion of Apple's revenue, which mostly comes from its hardware and app store.
For years, Apple's Tim Cook has said that Facebook treats its users like a product - to make money off ads - and quickly plays with their privacy.
Meanwhile, Mark Zuckerberg says Apple products are expensive and have ulterior motives to criticize Facebook.
Last year, according to the New York Times, Apple cut Facebook developer tools.
The most recent chapter in the feud last week only made relationships worse.
Scrub salt
Earlier this year, Apple announced that it would introduce a feature called App Tracking Transparency, to give people more control over their data.
Crucially, customers will have to subscribe to their information - before it is delivered by default - to use it via apps like Facebook.
This is a big problem for Facebook, which sells targeted ads for amazing profits. They honestly say this will hurt their business.
Apple has postponed the proposed changes until next year, to give developers time to prepare.
In a message explaining why the change was postponed last week, Jane Hoffarth from Apple could not resist Zuckerberg's pop music: “Facebook executives made it clear that their intention is to collect as much data as possible.
"This disregard for user privacy continues to grow."
Facebook replied, “They are using their dominant market role to favor themselves in aggregating their data, while making it nearly impossible for their competitors to use equal data.
This is like rubbing salt into an open wound for Apple, which is really proud of its belief that it has a higher business model than Facebook.
Since 2010, Apple's co-founder, Steve Jobs, has reportedly warned Facebook about privacy.
And in 2018, Mr Cook, the current president of Apple, said he could have followed Facebook using the data to sell ads, but we “chose not to do so”.
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