Regardless, the more general concern that parent seems to make is what is to stop Apple in the future from monetizing this data? I think the only thing protecting us as consumers is their policy. And as we all know policies can change very simply with a change to the terms of service.
Of course, their PR will spin it up as "privacy focused, totally anonymous, personalized advertisement" and some will just gobble that up as gospel.
I don't trust any of these fuckers any more... :)
1. Privacy is a differentiator for Apple’s business. Google et al can’t compete and win on privacy. Apple can use this to win at recruiting and win at selling their ecosystem.
2. Apple’s hitting revenue/ growth targets. Other r&d investments better align with their ecosystem so there is no business driver today to enter this market.
Having said that I won’t be surprised if Apple misses a few qrtly earning targets and decides to enter the ad market.
https://www.apple.com/privacy/docs/iCloud_Private_Relay_Over...
“ODoH sends DNS queries through the first internet relay, so the DNS server cannot identify the user issuing a query. Each query itself is padded and encrypted using Hybrid Public Key Encryption (HPKE) to help ensure that the first internet relay cannot tell the domain name a user is looking up.”
Apple is the “first internet relay” and they seem to explicitly state that they don’t see the DNS queries themselves.