Just because the company has a visionary CEO in Mark Zuckerberg, don’t be fooled into thinking Facebook is the next Apple. Facebook is a media company that makes money from ad sales. Apple is an upscale retailer with an extremely loyal following. “We generate a substantial majority of our revenue from advertising. The loss of advertisers, or reduction in spending by advertisers with Facebook, could seriously harm our business,” said Facebook in its S-1 filing.