Y’all worried about Google. But ads + search/recommendations is a lost battle, that’s just the status quo – the devil we already know. I’m worried more about A

Y’all worried about Google. But ads + search/recommendations is a lost battle, that’s just the status quo – the devil we already know. I’m worried more about Apple. Why? Because Apple has been a counterweight to ad-tech. They’ve been able to champion privacy and UX for actual end users, they have literally been forced to care. But now they’re expanding into ad-tech as well, that’s terrifying; there is literally only Google left, and they’re full-on ad-tech already. So that means mobile (by far the biggest and most universal computing platform worldwide) will have NO customer champions. (Caveat Apple treats customers bad already yadda yadda, but this point still holds). This will be a truly “advertiser first” world. I’m no antitrust expert, but I can understand a company maximizing its core business (or “do one thing really well”), and I can even respect pure ad-tech. What truly sucks though, is these “expand into every crack of the market” faceless mega-behemoths that these companies all become. (In McKinsey speak, I believe this horror is known as vertical integration.) This always sucks for the consumer.