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> it sounds like Apple is still coming out way ahead

I disagree for three reasons:

1. Apple Ads are incessant about their own services. Why is (or was?) not having iCloud set up showing up as a permanent notification badge over Settings? It was a while ago, but I remember I subscribed just to shut iOS up. It worked for Apple I guess, but only in a shortsighted way.

2. Ads are big business. Microsoft didn't start with shameless ads, and I don't think Apple would stop at current ad levels. They have to show growth quarter after quarter, so in all likelihood, like we have seen with other companies, it's only gonna get worse. I would love to be proven wrong, but I would also be surprised if I do.

3. The gap between "no ad" and "low ad" feels much bigger the gap between "low ad" and "more ad". Just replace Apple and Microsoft with Netflix and imagine how we would feel if Netflix started showing some—not too many and not too outrageous—ads. For me at least, it moves the service from the "no ad" category to the "with ad" category, and I hate the latter category. So at least in my view, the gap between Apple and Microsoft in this regard is not "way ahead", it is "slightly ahead and getting closer". So while I would be happy to spend an extra X$ for a "no ad" product compared to a "with ad" product, I wouldn't feel the same about a "low ad" product. The Apple premium makes much less sense now, and I am not sure if I am gonna go with Apple for my next phone or computer purchase.



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