Starting this fall, the decade-long spat between Apple and Facebook will begin a brand new chapter. And this a part of the story has Apple encroaching on Facebook’s territory in methods it by no means has earlier than.

On Monday, Apple revealed a number of new social options that may come to iPhones and iPads with the launch of iOS 15 this fall.

Soon, iPhone customers will have the ability to maintain FaceTime video calls with Android and Windows users for the first time. They will even have the ability to use a brand new function known as SharePlay, which helps you to maintain a FaceTime name and watch a streaming film, take heed to music, or share your display screen together with your contacts. IMessage is getting a lift as properly, with new options that make it simpler to share internet hyperlinks, pictures, Apple Music tracks and Apple News articles together with your contacts.

In quick, Apple is laying the groundwork for a set of social options designed to allow you to do a whole lot of what you’ll usually do on Instagram and Facebook, solely with extra emphasis on privateness. Think of it as a watered-down social community with out all of the bloat and annoying stuff you discover in different apps.

It’s the type of stuff that may drive Facebook CEO Mark Zuckerberg completely loopy.

Zuckerberg has already stated he considers Apple a major competitor, largely due to apps like FaceTime and iMessage that come preinstalled on the greater than 1 billion Apple devices in use all over the world.

On prime of that, Facebook late final yr began an anti-Apple PR and advertising blitz over a brand new iOS privateness function that limits how firms like Facebook can use your private information to ship you focused adverts. (Facebook makes most of its cash from adverts, and desires that focusing on information for its adverts to be efficient.)

It’s no coincidence Zuckerberg took a swipe at the 30% fee Apple collects from many app makers on the iPhone simply hours earlier than Apple’s large occasion on Monday.

Apple’s new social options in iOS 15 are additionally coming properly earlier than Zuckerberg can full Facebook’s pivot to privateness, which he announced more than two years ago. In Zuckerberg’s view, there might be two varieties of social sharing on the web sooner or later: personal communication, reminiscent of messaging in Facebook apps like WhatsApp and Messenger, and public communication, like posts on Instagram or the core Facebook service.

Apple’s bulletins on Monday proved you do not want Facebook for lots of the stuff you already do on Facebook. Why log into Facebook or Instagram and quit private information when you’ll be able to simply as simply share pictures, messages, and movies proper there in iOS 15?

If Zuckerberg was proper and there might be a big swath of communication that takes place on a “privacy-focused” model of the web, Apple has largely overwhelmed Facebook to that future.