> Apple’s VP of advertising platforms Todd Teresi has been asked to bolster annual revenue into 'double digits' from about $4 billion today" (Aug 2022)

Double digits isn’t a major player. Google and FB are already making nearly 200B ad revenue each. If every Apple app and device showed ads constantly it still wouldn’t come close to the views that fb and web pages get to display ads used by Google and Facebook.

Right but it pretty obviously signals intent. Double digits leads to triple digits.

> Double digits leads to triple digits.

Just to put everything onto the same scale, 4 to "double digits" requires a 2.5X increase. "Double digits to triple digits" would require a further 10X increase.

Basically take everything lost by Meta/Facebook directly attributed to ATT and you'll get a very clear picture on what they can very easily get back with their own ecosystem.

Or we decided we didn't want to be so rigorously surveilled and the market shrank.

We, as the consumers, don't get to decide.

If Apple is indeed going full adtech and data harvesting, there is nowhere for consumer left to go, no competitor.

And regulators aren't stepping in either - multuple companies were caught illegally selling private customer data and there were no consequences.

There are a lot of consequences for Facebook/meta for example. They have and will pay millions for transgressions.

But I would agree it is not sufficiently deterrent for a company this size.

Millions of fines against a billions in profit? This will do nothing to deter them. It’s an insignificant cost of doing business for them.

> If every Apple app and device showed ads constantly it still wouldn’t come close to the views that fb and web pages get to display ads used by Google and Facebook.

I can’t begin to imagine how irritated Tim Cooke is by the revenue Google and Facebook make from adverts on iOS and he clearly wants in on it.

Given that both those ad companies make revenue off iOS, it’s not unreasonable to aim for a similar level on the platform.

> I can’t begin to imagine how irritated Tim Cooke is by the revenue Google and Facebook make from adverts on iOS and he clearly wants in on it.

Wow, thanks for using your psychic powers to tell us what Tim Cook thinks and feels and share that exclusively here on HN!

...Unless you have an actual source for this claim?

That's only the immediate goal. It would be bad for them to eat up the percentage of the market lost by their competition right away; that would get some unwanted attention regarding monopolistic behavior.

They clearly want a slice of that market, and they have the patience needed to wade in.