But that policy wasn’t always enforced when when it came to boosts, and certain apps, like Facebook, got away with taking payments directly and avoiding Apple’s massive fee.The social media giant is already embroiled in a public fight with Apple over the latter’s recent policy changes, and the the tweak to In-App Payment requirements will probably add fuel to the fire.Another iPhone policy change last year cost Meta billions of dollars in lost advertising revenue, which Apple is now working on gobbling up through a number of new advertising projects.We remain committed to offering small businesses simple ways to run ads and grow their businesses on our apps.”This new update is aimed at advertising that boosts the visibility of social media posts, but there’s a carveout for more traditional kinds of ads, so Meta’s larger business model is unaffected by this move.CEO Tim Cook has argued that’s expensive to maintain, and a 30% cut is a reasonable fee because the money is necessary to protect consumers, which benefits developers too, because it creates a trusted marketplace."