Can privacy war between tech giants force industry changes?

 Facebook and Apple are at odds over new rules on tracking users’ activity.

Social media tracks a lot of what we say and do online. You Google something you have thought about buying, and then you are hounded by advertisements for whatever that was, seemingly everywhere you look.

Now two of the world’s biggest tech giants – Apple and Facebook – appear to be going to war over just how much data tech companies should take and how much say users should have.