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Facebook Inc accused rival Apple Inc of engaging in anticompetitive practices on Wednesday, firing another shot in a months-long standoff between the two tech giants over Apple’s planned privacy changes for iOS14.

“Apple is behaving anticompetitively by using their control of the App Store to benefit their bottom line at the expense of creators and small businesses. Full stop,” Facebook Vice President for Ads and Business Products Dan Levy told reporters.

The world’s biggest social media company ran full-page ads in major newspapers criticizing Apple’s plans, which will limit apps’ ability to gather data from people’s phones that can be used for targeted advertising.

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