I admit I skimmed the article and I think the concrete change apple did was this right:

> Apple Business Connect lets businesses create and update their information in the cards that represent them in apps and services that only Apple controls, like Apple Maps, Wallet, Messages, and in search results via Siri or Spotlight. Updates business owners make to their cards will then propagate to all these places. That incredible access to the right place at the right time for 1.8 billion active Apple devices has never been available before.

It seems to me that the rest of the article is just a kind of prediction about what Apple could do. Underline _could_ and that is different than doing or wanting.

But still, Apple’s ads are only in the News app and in paid placements in their App stores. It’s not like they have a widespread add platform like Google and Amazon.