I feel the same way. I thought the price premiums we pay on hardware and services is supposed to support profit margins that allow Apple to not show advertisements to me.

If the prior profits were not enough, how much higher do the prices need to be to not do this?

In general I trust the company to make choices about computing experiences, much more so than any other products company. So, I am going to try and hold judgement and see how this pans out.

That said, I'd like the company to get out ahead of these decisions and explain reasoning for these changes.