Upvoting this because it's a view worth sharing (and I'm sure you'll be downvoted just because of your baseless claim that Apple is concerned about something as dirty as profit /s)
All of their attempts at targeted advertising have been rounding errors at best.
And they know that complete unbreakable privacy is the place where Google (an ad company) can never ever fully follow no matter what kind of lip service they do in their keynotes about privacy.
make no mistake that this is the direction apple is headed. it's been clear for the last 5 years or so, since hardware sales have leveled off. perhaps the goggles will dampen the velocity a bit, but i'm very skeptical that the AR/VR market is mature enough to have that effect in the near future.