So they can make more money by selling access to a userbase they withhold from all other advertisers. The notion that Apple cares about anything other than the money-printing ability of their phone users is clearly and obviously wrong.
They should probably have more such values, but they definitely "care" about some things other than printing money.
I'm all on board the Cynicism Express, but you've gotten on the wrong track here. Apple can be a monster for many, many reasons while still operating based on principles of user privacy.
Why does Apple want to sell more ads?
Because money.
It’s incredibly profitable for Apple to sell ads when people search the iPhone App Store for fitness apps or read articles in the Apple News app.
Yes, it's profitable for Apple to sell ads. They tried once before and failed because they refused to violate personal privacy for ad targeting. It is possible to sell fitness ads when people search for fitness apps, or health ads on articles about health subjects, without violating personal privacy. People are concerned about whether Apple will compromise long-held values because Facebook and Google have worked to pretend there's no difference between selling context-aware ads and selling privacy-invading user-tracking ads. There is a difference, though.
https://www.youtube.com/watch?v=XPogdNafgic
Apple has the led the conversation on privacy far before anyone else was. I remember them get vilified from sharing their stance 10 years ago.