Search ads inside app store. Apple limits amount of data it's using about you, but they use your data to deliver those ads to you.

They let you control also using your personal data for it, but they use well known industry dark pattern - you need to opt out. Which is very cynical, given that they force others now to get explicit opt-in from users.

Note - I'm not saying that Apple is as bad others. But they totally do use your data to make more money.