Correct, and Google makes gigantic fuckloads of money doing that. It's no wonder Apple wants to do it as well. Apple having direct hardware access and aggressively locking in their customers makes this an extra degree worse for the consumer/better for Apple. At least with Google, it's easier to stop using it.

Why would Apple see what Google is doing in ads and want to do that too... Google's marketcap is half of what Apple's is... If anything Apple should keep what they're doing up, because they're clearly doing better than Google.