Shouldn't be surprising given the mobile ad business is estimated to be a $400 billion market, and Apple is already billions from search ads - https://appleinsider.com/articles/22/06/15/apple-ad-business... ... Apple has already begun harvesting its users data and alerts its users that their data from Apple apps will be used by their advertising division (but ofcourse, there is no "opt-out" option - you can "opt-out of getting personalised ads but you can't opt-out of getting your personal data being harvested in any manner - https://support.apple.com/en-us/HT202074 ).