As a user, why should I care if it’s also in the best interest of Apple? As a user, I want to use my phone and use services on that phone. The business position of Apple does not concern me. Users only care about what’s best for them. Apple stopping companies from screwing me over sounds great from my perspective. As far as I’m concerned, Apple can make as much money as they want, it’s no skin off my teeth.
“But then Apple will be a monopoly and you’ll get screwed anyway”. Maybe. But no more than I’m already being screwed by every other cable provider, cell phone company, data broker...etc. I like Apple products. I will continue to spend too much money on them. I’d rather be screwed by Apple in exchange for some pro-user policies, than screwed by every other company that’s already screwing me in exchange for...oh right, nothing.
When the best interests of Apple and the best interests of its customers diverge sufficiently, the customers will leave. This is their entire pitch, so they better get it right. At least people need not worry that advertisers would be Apple's true customers.
Or in the best interest of Apple.