Apple has hit back at Facebook, following adverts in major newspapers from the social media giant. They are complaining about new iOS privacy updates that highlight and require consent for user tracking.

Apple Defends Privacy Stance Against Facebook Criticism

In a statement, Apple said:

We believe that this is a simple matter of standing up for our users. Users should know when their data is being collected and shared across other apps and websites — and they should have the choice to allow that or not. App Tracking Transparency in iOS 14 does not require Facebook to change its approach to tracking users and creating targeted advertising, it simply requires they give users a choice.

Following an advert in the New York Times, Wall Street Journal, and Washington Post on Wednesday, Facebook took out a second advert Thursday, The Verge reported. The latest advert is headed “Apple vs. the free internet.” (No. Really…) It again argues that the new policies in iOS will limit targeted ads and hit small businesses

Apple, meanwhile, maintains that its new features are there to provide transparency and help users keep their privacy. Indeed, in-app advertising remains and developers can still track users. However, they now need explicit consent to do so. Apple’s own apps follow these rules too, it’s worth noting.

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