They do ads because people are too cheap to buy apps.
If Apple reduces their “tax” to 15% how would that compensate for not having the ongoing revenue of ad sales?
At the same time, I suspect that in most cases it would not change the business decisions being made. Recurring revenue matches the financial needs of a business better in most cases.
Honestly I can’t think of one non game app that is ad supported without the option of turning off ads with an in app purchase or subscription.
I do feel safe in suggesting that across all the apps of the world, there is a greater than 50% chance of there being at least one such application.
As long as users will balk at paying even 4.99 for an app, developers will make them free and then engage in dark business models like surveillance and terrible in-app purchases.
To be fair and stop “blaming the victims,” this is a classic hard problem in psychology: The purchase price is an immediate, objective cost. Surveillance and the possibility of getting sucked into in-app purchases are subjective, uncertain costs with consequences in the future.
In aggregate, humans are really bad at making those judgments, trebly so when other humans are rigging the game to make the judgment difficult to evaluate.
You see this in games in particular. Paying removes /most/ adverts. However it does not remove the “watch an advert to get an extra life” style adverts. I assume it also does not remove any ad tracking.
Out of interest, what is the refund policy in the app store? I know, for example, I'm way more chilled about paying for "unknown" steam games when I can refund them after an hour of play if I don't like them.
https://support.apple.com/en-us/HT204088
I heard you even get to keep stuff you wanted to get a refund for. But I haven’t tried this.
If you consider the actions you take to preserve your privacy, it's a strategy you developed over time. And no one can claim to have a formula for devising the perfect strategy when there are non-trivial unknowns. This isn't just common, but normal in economics.
An economic actor can a. estimate the potential costs and benefits, b. observe other actors' strategy and outcomes but must ultimately c. execute their own strategy.
None of these are fully rational, and you have scarce resources (time & money, ability to survey the problem, limited exposure to the actions and consequences of other actors) to allocate to A and B.
If everything works, you stick to your strategy. If you get burned, you adjust your strategy in response. (Though a strategy may be "eat a cost less than $X.")
And if you observe it working for others or others getting burned, you might also adjust your strategy. This does lead to a natural selection of successful strategies; actors are "eventually optimal."
Say you have an app that is a niche app with a 7 day free trial and a one-time purchase. How does this look to the user? Exactly like every other freemium/ad riddled/subscription/pay-to-play app. The download button says "Get" and underneath it you see "In-App Purchases Available." User expectations are destroyed at the download page.
One part of the solution is to allow developers to actually define an app as a time limited free trial. Make the download button say "START FREE TRIAL" and underneath "$4.99 to Purchase". Let the user buy or take the free trial from the App Store...but most importantly let them know that it isn't yet another subscription app, or something riddled with ads (Even going so far as to add an app review check that will look for ad network connections to ensure compliance.)
Apple has created a system where user's are now afraid of in-app purchases, because they allowed kids games to be riddled with them and other apps to setup up predatory free trial structures with weekly renewals (And until recently, buried the subscriptions page in a few levels of settings menus.)
Maybe ask them outright at the end of the trial if they want to carry on?
Mostly-screen multi-touch smartphones? They were only for the rich when they first launched too. As demand grows, scale enables other businesses to build cheaper options.
Given how quickly competitors copy anything vaguely new or novel coming out of Apple, it seems reasonable that someone will come up with a similar competing service before long.
If they don't, maybe it's also worth focusing some attention on those who directly try to exploit the poor and/or less knowledgeable?
Also on a used first-gen iPad Pro 12.9". It's great. I may sell it and pick up a used 3rd-gen when the 4th gen comes out. Or may wait one past that, pick up a used 4th, and just give the 1st-gen to my kids rather than selling. Apple devices are worth the money in part because they don't go way downhill after 12-18mo, so 1) they actually hold some value, and 2) you can skip a couple upgrades and not feel like you're missing out on much.