Apple shut down iAd. That article isn't about Apple's ad business, although certainly some developers have in-app ads, but now they're moving away from iAd.
They're looking at search ads for apps in the app store, but that's pretty limited to just the store.
Is Apple really in the ad business, or do they have an ad division because that's just something that every ecosystem operator is expected to provide these days?
90.4% revenue from advertising for Google
https://www.statista.com/statistics/266249/advertising-reven...
https://www.google.ca/search?q=google+total+revenue&ie=utf-8...
vs Apple: http://marketingland.com/app-purchases-dominate-ads-app-stor...