Apple is implementing a feature that a lot of users want: requiring opt-in for tracking. Facebook wants users not to know when they're being tracked and definitely doesn't want them to have to opt-in to tracking. Facebook knows users don't want to be tracked.

Does adding this new feature make Apple a good and virtuous company? I'll leave that for the Tech Vatican when they decide whether Apple gets to go to Tech Heaven.

Personally, I don't really care about that, I just want the feature and find Facebook's argument against it to be very weak.