It's an aggressive strategy.

Apple is only blocking internet ads, not in-app ads, which makes it obvious that they're targeting content creators to push them to either Apple newsstand or iOS apps, where Apple gets a cut of the ads.

It's disappointing because Apple is using their mobile marketshare to attack and fragment the open web. Users either don't understand or don't care because they have cognitive bias towards ads to begin with - e.g. people only attribute negative ad experiences to ads, never good experiences (w/ few exceptions like the superbowl).