They don't have an inherent conflict of interest the way Google does (advertising vs privacy in the same company). The App Store makes them plenty of money, and if anything, enhancing user "privacy" by limiting access of other adtech vendors only strengthens their walled garden and increases revenue. Even something like Fortnite or the Epic store... as long as they can dictate their entire stack from hardware to software (very much unlike Google + OEMs + third-party stores), they'll have a huge advantage over Google in terms of being able to limit your personal info being used by third parties, while still retaining it for their own use.