[gordon_freeman]

A lot of folks are aligning Apple's motive to somehow gain advantage in ads business as if they'd able to compete with Google, Amazon or Facebook someday in ads biz. I don't think that is their real motive. I believe Apple's real motive with all these privacy centric features such as ATT, Sign in with Apple, Apple card data not being tracked for targeting etc. is to create a privacy centric moat and platform/ecosystem that is simply missing from the market right now and they know that they have real advantages of keeping people in their ecosystem with this moat. I'm actually happy that they are doing this.

[tboughen]

I think you’re right about the privacy moat. But I think it flows from a focus on improved user experience. Ads are terrible for user experience because they slow your browsing, block content from your app, take up space in your start menu and are a malware vector.

Once ads are off the table, what else can Apple do?

[grenoire]

God I wish the ads were actually off the table, don't even want much else so as long as I get to keep TLS too.