> they are adding ads to a number of their default iOS apps That's not what I read. "I believe that the iPhone maker will eventually expand search ads to Maps

> they are adding ads to a number of their default iOS apps That's not what I read. "I believe that the iPhone maker will eventually expand search ads to Maps. It also will likely add them to digital storefronts like Apple Books and Apple Podcasts." "And TV+ could generate more advertising with multiple tiers" Basically, all they're saying that's known fact is that Apple wants more ad revenue, and then speculating on how they could do it.