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Does this mean Apple is a major ad-tech player involved in buying and selling their own customer data (through partner comany but that does not matter much does it)?

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It’s trivial to change default search provider, not sure why Apple wouldn’t take the money. It’s still up to the user.

Defaults are powerful, most people don't notice or care

Yeah. This is an understatement, and its not a weak statement.

Defaults are quite literally worth about $18-$20bn simply in the iOS market.

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