Facebook is going after Apple, and is not opting for the subtle route. The social media giant bought full-page ads in newspapers like The New York Times, The Wall Street Journal and other national newspapers on Wednesday.

Facebook said Apple’s new rules “limit businesses’ ability to run personalised ads and reach their customers effectively.” “While limiting how personalised ads can be used does impact larger companies like us, these changes will be devastating to small businesses adding to the many challenges they face right now,” the ad states.

Apple responded by claiming the power still lies with the user, and that they are in no way preventing people from being tracked if they so desire. The main change is that people will have to grant their permission before Facebook and other apps will be able to monitor their online activities.

“We believe that this is a simple matter of standing up for our users,” Apple said. “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.”

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Facebook’s bold response comes after Apple’s announcement earlier this week, which said that they would begun spelling out what kinds of personal information is being collected by the digital services displayed in its app stores for iPhones.

On top of that, Apple will tighten up privacy and security even more for its users by imposing a new mandate that will require all iPhone apps to obtain permission before tracking a person’s activities on the device.

Also, don’t try to mess around and think Apple won’t figure it out. if you do, the repercussions are going to be heavy. The company says it will oust apps from its stores if they try to bypass the new anti-tracking rule when it becomes effective next year.

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