Microsoft could do this too - push out a security update to Win10 that blocks tracking and cut Google and Facebook off at the knees overnight. Windows Privacy Defender, they could call it.

I believe the only reason they haven’t done this already is lingering fears of antitrust again.

Apple and MS only have to do ads because that’s the state of the industry. But they could ditch that model entirely and retain all their core revenue streams if the attention economy was no longer a thing.