Last year, Apple rolled out a feature to all iOS users that allowed them to opt out of data tracking. As a result, Facebook says it has lost billions of dollars in revenue so far this year. And while Apple isn’t likely to back down anytime soon, Facebook continues to complain to anyone who will listen about how “harmful” this privacy-protecting feature is for businesses.

“Apple’s harmful policy is making it harder and more expensive for businesses of all sizes to reach their customers,” Facebook’s parent company Meta said. “We believe Facebook and Instagram remain the best platforms for businesses to grow and connect with people, and we’ll always keep working to improve performance and measurement.”

Of course, the only reason Facebook is so badly affected by this feature is because its business model relied heavily on collecting reams of user data. If the company wants to continue turning the same profits as before, it will have to invest in new advertising practices that don’t sacrifice user privacy. Some experts have also called for standardized legislation that would prevent the kind of broad data collection Facebook previously practiced. In other words, the company needs to move on from Apple’s change and instead focus on how it can strengthen privacy for its own users.

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