Apple is planning to put ads right in the App Store’s Today tab

After kneecapping the competitive app install ad market, Apple is now planning to expand its own targeted App Store ads from search to the home page. This looks incredibly hypocritical (and anti-competitive) to people in ad-tech. Personally, I think Apple sees its privacy changes as a: analogous to laws and banners about cross-site cookies b: analogous to managing badly-behaved software (eg an app that uses too much battery, or slows down your system) and is the OS’s responsibility to control, and c: did not necessarily see the 3rd-order consequences.