Sure, Apple may have reasons to do this to hit Google where it may sting some and also seemingly putting more effort in their own search. Additionally, it may b

Sure, Apple may have reasons to do this to hit Google where it may sting some and also seemingly putting more effort in their own search. Additionally, it may be a reason to increase the incentive of getting products off web ads and more into their own eco systems of apps. All this while getting applauses from end users who reap the benefit of ultimately getting a better user experience. Apple is in a position to pull this off. Is it evil? Well... No matter what - this has the potential of forcing more innovation around ad related business models. Especially since so many products (especially news/journalism) rely on a business model (ads) that is largely in conflict with their product (getting people to consume news). More innovation around "native advertisement" where the ad offer is actually something adding value to the end user rather than distracting from the core product. Hopefully...