I'd say the incentives for Apple APPEAR minimal, but in reality you don't have any way of knowing what they're doing or plan on doing long term.

Good enough. Occam's razor applies.

Except Apple is ran by bean counters these days. I mean, they now have “enhanced” the terrible App Store search with terrible ads that regular people confuse with legitimate results.

Heck, Face ID is the perfect ad technology. They can charge based on attentiveness now.