Comment by fauigerzigerk

How likely is it that Apple would relinquish those 15% to 20% of their profits that are now coming from Google? Not very I would guess.

I could see them coming up with some sort of privacy friendly ad targeting system using on-device matching or differential privacy.

So they solve the privacy problem but there will still be ads (unless you buy their "Apple Ad Free Experience" service for $10 per month)