This is a problem for all of us. Most people who can afford one have bought their iPhone or iPad already. The programmers already have their MacBooks. And while everyone will need to buy replacements at some point, that’s a steady-state or at best low-growth business. When Apple says more, it means the Wall Street kind of “more”: a hockey stick of growth.
Which means, Apple needs to find growth outside its usual business.
And these days, that means: advertising.
And online advertising requires: surveillance.
And a surveillance-enabled ad business leads, inevitably, to deceiving customers.
It’s already happening, and like the boiling frog (which is not actually how it works – the frog will definitely jump out if it’s being slowly boiled; the tiny detail not part of most retellings is that the researcher had removed the frogs’ brains), Apple users are slowly being prepped for slaughter.
Apple was just late to the party, but they’ll find themselves in “good company” with all the other tech giants in bed with advertisers.. By not running more invasive ads, they were leaving money on the table and we can’t have that. Who’s going to fund their offshore and tax-free bank accounts for a rainy day? Apple was always going to come around one way or the other just like all the others. I saw ads in microsoft teams for the first time the other day. Ads are infecting everything everywhere, including products and services that we pay for. There’s no turning back the clock on this one. It’s become a permanent fixture of the human condition. The profit motives underlying capitalism pretty much guaranties it.