We need to separate "showing advertisement" from "surveillance capitalism". You can (and should) show advertisement without infringing the privacy of your users.

I see two potential outcomes:

1) Ad-supported apps will serve ads without hoarding personal data, e.g., a weight tracking app will show weight-loss ads to everyone.

2) We will see more paid apps.

Just as investors don't invest in companies doing financial fraud, I'm hoping investors will also do more due diligence on the privacy posture of their portfolio.