Facebook plans to run another ad in which Apple says the internet should no longer be free.

Facebook and Apple started some kind of battle today over the new App Store privacy policies announced earlier this year that are now required for all developers. After Facebook placed a full-page ad in US newspapers today, Facebook is now planning another similar ad for tomorrow, saying Apple wants to “prevent the Internet from being free”.

Apple responded to the Facebook criticism in a statement 9to5Mac argue that users should have a choice of whether or not to be tracked online and that they deserve to know what data third-party apps are collecting from their devices.

The company said “Facebook doesn’t need to change its approach to tracking users,” but also suggested that Facebook should be more transparent about this. The answer from Apple seems to have annoyed Facebook even more, which is now preparing another counter-answer to the new App Store guidelines.

BuzzFeed News The editor John Paczkowski has received a draft of a text that Facebook would like to officially publish tomorrow in response to Apple. It says that “Apple plans to roll out a forced software update that would change the Internet as we know it for the worse,” and it also claims that Apple will harm small businesses with the App Store rules.

The change from Apple will limit the ability to display personalized ads. To make ends meet, they’ll need to charge you subscription fees or add app purchases. Making the internet much more expensive and reducing high quality free content. Aside from hurting apps and websites, many in the small business community say this change will be devastating for them too.

It’s unclear whether Facebook will actually run this new ad, but we’ll likely find out in the next few hours. The changes Facebook is referring to are the new App Store privacy labels and a new option in iOS 14 that prevents apps from tracking users across the web.

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