Doc Searls:

On the B2C side, Apple is working on behalf of its paying customers. This is huge. There isn’t a customer on Earth who wants to be tracked like an animal without clear and explicit permission, or to have pages slowed by tracking cookies, beacons and ads fed by unknown and unwelcome servers. Especially on mobile. Apple knows that because they talk on the phone and in stores every day with those customers. They’ve also seen abundant research (some cited above) that makes clear how much people hate having their privacy violated, which Adtech does with abundant impunity. Meanwhile adtech doesn’t talk to those customers. It only follows them. Ain’t the same.