I have huge concerns about this, I think it's really hard for any publicly traded company who gets into ad-tech not to end up making some questionable choices.

I have huge concerns about this, I think it's really hard for any publicly traded company who gets into ad-tech not to end up making some questionable choices. The incentive structure in the ad business is such that no matter how strong a core org you think you have, it likely corrupts over time. While Apple's track record on privacy is commendable, Tim loves (and needs to keep shareholders happy) a good Services growth story. It's also clear at this point, the most profitable ads in the industry are the ones that most take advantage of personal data - this isn't a secret. The difference in profitability can be stark too, which is why I worry so much about the incentive structure.