In this combo of file photos, Apple CEO Tim Cook speaks on the new Apple campus on Sept. 12, 2017, in Cupertino, Calif., left, and Facebook CEO Mark Zuckerberg speaks at the F8 Facebook Developer Conference on April 12, 2016, in San Francisco, right. Facebook is again pushing back on new Apple privacy rules for its mobile devices, this time saying the social media giant is standing up for small businesses in full page newspaper ads. In ads that ran in The New York Times, The Wall Street Journal and other national newspapers, Facebook said Apple's new rules “limit businesses ability to run personalized ads and reach their customers effectively." (AP Photo/Eric Risberg, File) **FILE**
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