Facebook has been at war with Apple for weeks over a proposed change to the latter tech company’s privacy policies. The change to the iOS 14 App Tracking Transparency feature would require apps to gain user consent before tracking them around the web — a move that could severely hurt Facebook’s bottom line. However, Facebook seemed to somewhat admit defeat this week, telling a group of businesses that it will have no choice but to comply with the new privacy rule.

For its part, Facebook has said that it’s fighting this change because of concerns for the revenue of small businesses. Of course, this rule would also significantly cut into Facebook’s revenue, too. But while it partially gave in to Apple’s demands, Facebook doesn’t sound like it’s done fighting.

“Apple’s requirement… will have hard-hitting implications across targeting, optimization, and measuring campaign effectiveness for businesses that advertise on mobile devices and across the web,” Facebook told businesses in an email. “Apple’s changes will benefit them, while hurting the industry and the ability for businesses of all sizes to market themselves efficiently and grow through personalized advertising. We believe that personalized ads and user privacy can coexist.”

Of course, it’s pretty rich for Facebook to criticize any company’s privacy policies — and it’s especially hard to feel bad for it getting financially hurt by stronger rules.

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