[adam_arthur]

Apple is clearly run for making profits first and foremost. The second they lose the ability to further monetize hardware or services, they will turn to ads.

There was never a strong principle against advertising, despite the naivety from many devotees. Apple just wants to be the one to make the advertising dollars, rather than the app developers.

Privacy from thee but not from me!

[joshl32532]

Of course Apple is for profit. Its duty to its shareholders are to maximize profit.

Apple pivoted to selling "privacy as a service". Nobody is thinking Apple does it for some altruistic motive.

Apple consumers are willing to pay more for this "privacy" feature. But now they will question this if Apple starts selling ads.

[jeffhwang]

Time horizon also matters. If ads juice your financials for the next 5 years but one compromises the internal product-focused culture and relationship with customers longer term this may lead to lower overall profits in 10 years (for example). No one has a crystal ball and from a pure profit maximization perspective perhaps Tim Cook is making the right bet. But it seems risky.

And this also shows a different kind of “greenwashing” where one can launder abandonment of principles bc of fiduciary responsibility to shareholders. Eg, one could maximize profits by trading with S. Africa during apartheid, and shareholder theory would even require it. Not ideal imo!