Last Tuesday, giant tech firm Apple recently kicked off a feature called “App Tracking Transparency.” It lets users know what data the apps collect and if it’s used to track for advertising.

A day after, Facebook criticized Apple by putting out ads against the update, stating small businesses are compromised as it relies on targeted online advertising.

In response, an Apple spokesperson denies that it harms small businesses, saying that it is within users’ rights to know when their data is being collected and shared across other apps.

“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,” said the spokesperson.

Apple’s spokesperson added that the company would support the small businesses by cutting down App Store payment fees in half, from 30% to 15%, by 2021.

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