Both companies are being hypocritical. FB is of course trying to spin their image to be the “champion of small business”, when the only thing they care about is ad revenue. And the only reason Apple is so pro-user privacy is because their business model doesn’t depend on user data, i.e. they don’t have skin in the game.
If FB was smart, they would attack Apple as supporting the death of middle-class America by outsourcing their labor to overseas sweat shops and being in bed with the CCP.