Cripple the ad business of competitors and double down on your own. Then cover it all in the shroud of privacy and righteousness. Genius marketing. Right up there with Apple talking about their environmental credentials. One of the largest polluters in the world greenwashing themselves by bravely selling chargers separately. Let’s not forget that batteries are one of the most toxic things in the world at scale. And Apple is one of the biggest consumers of it.

“He suggested that Apple now wishes to regain this level of control. “If Apple cripples mobile advertising, then the App Store becomes the primary discovery point for apps again, and Apple decides how people use our iPhones, Apple decides which apps are the most popular,” he said.”