There are two outcomes: 1. It isn't terribly successful and dies a quiet death as do a lot of non-consumer Apple initiatives 2. It's wildly successful and App

There are two outcomes: 1. It isn't terribly successful and dies a quiet death as do a lot of non-consumer Apple initiatives 2. It's wildly successful and Apple shifts its focus to the pursuit of ad revenue...which will gradually erode privacy controls and the pristine experience Apple is known for. This may sound like hyperbole, but if this takes off, then we'll look back on this as where it all went wrong for Apple.