It is not always necessary for a company to be altruistic for them to act in my interest.

I have a metric ton of criticisms for Apple, and I hope they get slapped with antitrust charges in the future. But the privacy changes we're talking about here are good and should be implemented on other platforms like Android as well. They also represent an important shift in the privacy debate towards consumer control and consumer education that is long overdue and should be praised.

So don't be naive, but also don't look a gift horse in the mouth. Apple is definitely going to abuse their position, but there are other ways to handle that problem than letting Facebook have free reign to track whatever they want.