Ternus and Cue are full bore on increasing the number of ads shown in apps and otherwise scattered through their devices. This is explicitly the opposite of Apple’s philosophy until recently and Schiller is stepping back reputedly due to his opposition to this approach.

The idea appears to be to sell the devices as a vehicle for showing ads (incremental ARR) over selling them for their intrinsic customer value. You expect this kind of thing from shitty industries like cars or Google or Facebook. But this used to be an explicit “no go” for Apple.