[uxp]

> iAds might matter, but it seems to be a flop and Apple isn't exactly heavily invested in it.

Even further, iMessage accounts are tied to existing Apple IDs, which in most cases are tied to the user's iPhone and iTunes Store account. If Apple wanted to profile users of their iMessage system, they don't need to scan private communications, they'll just recommend albums, books and movies based on previous purchase history. It's more relevant to their business domain than trying to gleam whether or not Alice and Bob are in a relationship and expecting a child soon.