Apple is a hypocrite. They already were a huge partner to NSA's PRISM and China's surveillance programs. Their privacy marketing is solely because they could not tolerate profits made by Google and Meta. Now they also want to become ad company.

Even if you ignore the above points, Apple's software is closed source. You cannot change OS or install any unapproved app on your own phone. Apple phones are Orwellian's wet dream. If people still trust bigtech then society is doomed.