Many iOS users reported that Apple's strong stand to disrupt ad tracking in its Safari browser too seemed like a no-brainer and was termed to be deeply controversial by experts. Facebook's total revenue of $33.67 billion last quarter was primarily derived from targeted advertising on its leading social network. The company also made significant investments toward its aspiration of becoming a hardware giant, including hiring over 10,000 people and rebranding itself to Meta. But that transition is still in its early days. "Last year was about putting a stake in the ground for where we are heading; this year is going to be about executing," said CEO Mark Zuckerberg on the company's earnings call. Zuckerberg spoke several times on the earnings call about the competitive threat the company faces from the video platform TikTok. He explained that this competition was why the company was pushing hard to develop its short-form video product, Reels.