WHAT DOES THE FUTURE LOOKS LIKE FOR META? : A scenario study based on the con lict between Meta and Apple

Abstract: This thesis project analyses the conflict between Meta and Apple, specifically focusing on their privacy policies and the subsequent implications for their business models and innovation strategies. This study aims to provide valuable insights into the main topics of speculation surrounding this conflict and address its objectives. By analyzing secondary sources, the project identifies the main themes discussed in relation to the conflict. Privacy, business, advertisement, and data emerged as the most frequently mentioned and speculated topics. Based on the effects of Apple's privacy policy changes, this project developed three plausible scenarios for Meta's future. These scenarios explored the impact of the climate crisis, the influence of Generation Z, and advancements in AI technology. Each scenario presented unique challenges and opportunities for Meta, emphasizing the importance of business model elements and innovation theory in navigating changing market conditions and consumer preferences. This project provides insights into the conflict between Meta and Apple, shedding light on the main topics of speculation and their implications for business models and innovation. Contributing with this to the discussion about privacy, business models, and innovation in the tech industry