I don’t think this will happen at all. I don’t think Apple wants to be in the ad business. I think their goal is to create a premium experience. Ads aren’t premium and risks damaging their brand.

I think they think of it like this: Why should someone else make money off of their users? Why should they help Google and Facebook anymore than they have to?

They have also positioned privacy as a premium feature. And it is a big differentiator from Google who can’t ever say that. Google’s whole business is centered on collecting data and renting it out to advertisers.