Apple is already doing this anyway. Their shtick is privacy, but they still locally collect data on you and use it to serve ads in the App Store, and I believe a few other surfaces like News and Stocks. The idea of the "if you're not the customer you're the product" dichotomy is fallacious. Any profit-motivated company will do everything it can to make money. Charge you upfront the maximum you're willing to pay. Spy on you to sell your attention to advertisers. Charge you in regular intervals the maximum the market will bear. If they're not already exploiting an avenue it's either because (a) they haven't gotten around to spinning up a business unit for it yet or (b) because their strategy is such that it would harm their revenue more than benefit it. Apple isn't going to shed its privacy marketing or privacy-oriented features. It is going to build richer user profiles and sell more attention to advertisers, whether they maintain control of app distribution on iOS or not.