Apple has a solid hardware business and massive profits from their App Store tax, they are not dependent on ad business in the way Google is. Very different incentives.
They might not be dependent on ad revenue, but they are a greedy company that will not leave any money on the table. Next year, more ads are coming to the App Store that already generates a profit of over $10 billion/year: https://9to5mac.com/2025/12/17/apple-announces-more-ads-are-...