The social network platform releases a new advertisement claiming changes in Apple’s mobile software will hurt small businesses and consumers. Facebook doubles down on its criticism of the tech giant Apple with another ad claiming that the Apple iPhone maker’s upcoming privacy changes to its mobile operating system will be harming consumers by making “the internet more expensive.”
Apple also announced several new privacy updates for the iOS platform at its Worldwide Developers Conference earlier this year, including a feature called the App Tracking Transparency that would require people to opt into applications collecting their data rather than needing them to opt-out.
The update threatens to uproot several advertisement-tracking features in the apps, including Facebook. In the month of September, Apple decided to delay the rollout of the features to 2021, so the developers could have more time to make necessary changes.
The new ad that is slated to run in the Washington Post and The Wall Street Journal, New York Times on Thursday, targets Apple’s privacy changes.
The social networking service also ran full-page newspaper ads on Wednesday, saying that the feature in iOS 14, expected to be released next year, will hurt small businesses.
The company then expanded its position in a blog post, saying that Apple’s new policy is “more about profit than privacy.”
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Facebook’s criticism of Apple is very latest in an ongoing public fight between two of the largest tech companies in the world. The social network, which has also already been under fire for failing to safeguard user privacy, views Apple’s changes as an attack on the personalized advertising.
Facebook makes most of its money from advertisements, allowing the company to avoid charging people a subscription fee to use the social network.
Facebook has also previously said that the iOS update would mean less profit for the advertisers because of less effective tracking.
In the ads on Wednesday, Facebook says that while limiting how personalized advertisements can be used does impact larger companies like them, and these changes will be devastating to small businesses.
Thursday’s ads states that Apple’s software update will be changing the internet as we know it for the worse.
Apple has defended the tracking changes, saying that they give users even more control. In a public letter last month, Jane Horvath, the company’s privacy chief, called out the tech service Facebook for its data collection practices and said Apple remains “fully committed” to its app tracking transparency feature and other privacy protections.