I guess it's not a popular opinion here, but isn't the report basically describing a core-aspect of the common platform monetization strategy of Apple (and othe

I guess it's not a popular opinion here, but isn't the report basically describing a core-aspect of the common platform monetization strategy of Apple (and others)? #1 Lock-in users, create requirements/incentives for them to maintain their identity on Apple servers #2 Create (anonymized?) behavioural profiles for your recommendation engines and other services #3 Prevent 3rd parties from gaining comparable data or direct-access to your users (emphasize that you only do that to protect the users' privacy, and how you're on a holy crusade against nefarious entities) #4 Become the exclusive owner for any monetization of your userbase I wouldn't be surprised if the Apple advertising concept is sufficiently encapsulated to be in full compliance with GDPR, and surely everyone welcomes their measures taken to ensure privacy. But still, this direction is not going to create new practices in the advertising industry in long-term, it is just putting the already-large companies which can control the user at a very low layer (Smartphone OS) in full control of the value-chain for everything he does on top of it (physical or virtual). Adding another consent-popup might satisfy GDPR but will do nothing to change this overall path. If 2-3 companies knowing ALL about me are replacing 50000 companies only knowing very specific bits, I am not sure that the commitment to only use my data but never sell it will be enough to keep my privacy protected...