Or they've run out of high growth low hanging fruit and are trying to grab a bigger piece of the pie now that the app ecosystem has fleshed out the tracking and

Or they've run out of high growth low hanging fruit and are trying to grab a bigger piece of the pie now that the app ecosystem has fleshed out the tracking and mobile ads market. The number of privacy conscious users is minuscule compared to the rest of the market (I'd love to be some evidence otherwise) and Apple is a corporation. Its way forward is clear.