Facebook (FB  ) has recently claimed a dispute with the company of Apple (AAPL  ) regarding privacy issues that come along with its upcoming software changes. Facebook claims that these privacy issues are bad for small businesses, thus causing a further rift in the relationship between Facebook and Apple.

Facebook, in its retaliation against Apple, decided to make a full-page advertisement to appear in the New York Times, Wall Street Journal, and Washington Post. In the ad, Facebook stated: "We're standing up to apple for small businesses everywhere."

"At Facebook, small business is at the core of our business. More than 10 million businesses use out advertising tools each month to find new customers, hire employees and engage with their communities. Many in the small business community have shared concerns about Apple's forced software update, which will limit businesses' ability to pun personalized ads and reach their customers effectively," the ad continued.

"While limited how personalized ads can be used dose impact larger companies like us, these changes will be devastating to small businesses, adding to the many changes they face right now."

In response to this particular ad, Apple claimed "this is simply a matter of standing up for our users," according to Forbes. Apple simply desires for its users to have a choice rather than to be forced into compromising their privacy for any reason.

Initially, however, while Apple planned to unleash its tracking permissions in September, they have now been delayed until early 2021 in order to give companies more time to become accustomed to the new feature. Since the ads on the updated iPhone iOs 14 will not require permission from users, in order to track their activity, Facebook is displeased with the improved privacy.

Facebook's ultimate goal is to garner personalized data regarding users because the more personalized the ads are, the more revenue that the companies will accumulate. Facebook continues to argue that the software update will impede growth for businesses since it is less likely that users will want to be tracked using this software.

Facebook also claimed that, "Apple's move is designed to crush small businesses that rely on that targeted advertising to reach their customers online." It has portrayed Apple in a negative light, although Apple's intention has been nothing more than to preserve the privacy of customers.

In the end, it is unclear as to the nature of Facebook's intentions, but it seems as though it desires to accumulate as much revenue as possible.