Facebook has taken its criticism of Apple to the next level.
The social media company released full-page ads in the New York Times, Wall Street Journal, Financial Times, and Washington Post, carrying the headline, “We’re standing up to Apple for small businesses everywhere.”
The ads focus on upcoming changes to Apple’s iOS 14 operating system that drastically limits the ability of companies like Facebook to gather data about its users and ultimately advertise to them.
After the Apple update, developers will be required to ask users for permission to gather data and track them across mobile apps and websites on iPhones and iPads. These changes were initially set to take place in September before ultimately being delayed until earlier next year.
“Apple is behaving anti-competitively by using their control of the App Store to benefit their bottom line at the expense of creators and small businesses,” said Facebook’s small business program head Dan Levy.
These allegations come after Facebook was sued earlier this month for its own set of anti-competitive actions. Many defenders of Apple note that Facebook’s ads do not mention the impact that the changes have on its profit margins or that it collects much of the same data.
Though Apple has yet to respond to Facebook’s claims, the tech giant responded to previous attacks made by the company in November.
“Not only do they allow the grouping of users into smaller segments, they use detailed data about online browsing activity to target ads,” said Apple, in a letter to various groups including the Electronic Frontier Foundation and Human Rights Watch. “Facebook executives have made clear their intent is to collect as much data as possible across both first and third party products to develop and monetize detailed profiles of their users, and this disregard for user privacy continues to expand to include more of their products.”
Nevertheless, Apple made it clear that it plans to go forward with changes and is “committed to ensuring users can choose whether or not they allow an app to track them.”