That's Facebook's claim, yes. And when it comes to Apple News and even the App Store, Apple also serves advertising on behalf of its partners. It's also true th

That's Facebook's claim, yes. And when it comes to Apple News and even the App Store, Apple also serves advertising on behalf of its partners. It's also true that Apple themselves runs a lot of ads, and benefit from ad networks through the services they've integrated in the past. In fact, Apple justifies their 15-30% cut by suggesting that the App Store is itself a platform that promotes apps, and has featured apps in its own advertising on billboards and television. So it's hard to come to a conclusion that Apple hates ads. It's easier to say that Apple dislikes advertiser networks, since their own attempt at a generic network (iAds) failed miserably. It's not even clear to me that blocking tracking is going to kill ads as a revenue stream, all it will do is make ads more expensive because they're slightly less targeted on iOS? Also, Apple runs their own seemingly successful ad market within the App Store app — something I'm reminded of each time I search for an app and see a competitor's app I don't want at the top of my search results, filling my screen with the new design. So it's hard to say that Apple does this for the best user experience. Showing extra popups isn't great UX. And Apple likes free apps, it makes their phone and platform more valuable, so they can charge more for the hardware knowing folks can get great apps inexpensively or free. While I'm in favour of Apple losing its complete monopoly over App Stores and apps that compete with its own, I actually am in favour of Apple enforcing these policies on apps from its own App Store and platform. And while I would say that third-party stores could have different stances on permissions, the idea that a third-party app store could prevent a popup asking to share a phone's identifier, for example, is frankly a security bypass. The same is true if apps want to communicate with other apps without the operating system knowing. Personally, I'd love it if Apple went a step farther and used the network layer and code signing to identify which apps actively use which trackers and tracking networks the same way they currently identify apps that use the microphone and camera. It'd be fascinating to see an operating system feature that says 50% of my network traffic in Application X was telemetry being sent to Facebook, for example.