Phil Schiller puts App Store users before developers & profits

That does bring in to question how Apple's own ad business may be profiting from the same privacy features that are costing others money.

Such questions are likely to feature heavily in the many antitrust cases being brought, or considered, against Apple. Schiller has already been a key witness in those, and his App Store role looks to guarantee that he'll continue to be so.

Apple is profiting from ads that don't track users across other apps and web sites. Nothing is preventing other companies from using the same advertising approach as Apple. Companies that do track users across other apps and web sites need to get the users permission first. There is no antitrust issue per ads since there is no competitive double-standard at work. If Apple wanted to track users across other apps and web sites they would also need to ask for permission from the user.