Apple to boost ads business as iPhone changes hurt Facebook
on.ft.com
on.ft.com
Apple is one of the few major tech companies who so far doesn't have a conflict of interest with their users. Apple's interests are still mostly aligned with their users', with the idea that Apple provides good products/functionality that (mostly) benefit users and get paid good money in return.
Expanding their advertising business would change this and ultimately put them at odds with their users.