Apple on Wednesday responded to complaints from Facebook over privacy disclosures and security mechanisms built into iOS 14, saying the new activity tracking options present something never before offered to users: fundamental choice. Facebook on Wednesday took out a series of full-page ads in major U.S. newspapers decrying Apple's planned implementation of ad tracking protections. The social media firm is positioning itself as champion of small businesses — seemingly hapless victims caught up in a war between giants — that stand to lose out on ad revenue because the regulations. "Small businesses deserve to be heard. We hear your concerns, and we stand with you," the Facebook ad reads.