Companies have moved focus from growth to revenue since Fed rates rose above 0. Especially those that care about their market cap & stock price.

An easy way to do this is to pass a previously internalized cost to customers. If you can pass the blame, even better.

Thus: Meta is passing on the Apple tax for boosted posts to advertisers

> The change stems from a 2022 App Store update where Apple extended its typical 30 percent cut of digital purchases to boosted posts.

You can add prepaid funds to your account via a web browser to get around the App Store tax when boosting in-app.