It's not that anyone is "forgetting it". Right now Apple's chosen way of making money - charging more than its competitors so it doesn't have to collect and sell users data (Google) or install third party crapware on its devices (almost every OEM) aligns with my interests.

I am not bombarded with ads when I use iMessage on my Mac like I am when I use Skype on my Windows PC.

Apple has built in support for third party ad blockers. Google would never develop a system to allow ad blockers in Chrome for Android.