If anyone was still thinking about companies as saints, then this is a good moment to reconsider that. (This also applies to the Apple folks here).
Google makes money not from selling me a good product, but by selling my information, and Microsoft seems determined to confuse and frustrate, profiting from lockin rather than quality.
Yes, I'm concerned that Apple is selling ads.
I agree that this was a terrible decision (although as a non-Apple user, I wouldn't care except that so many non-Apple companies followed Apple's lead here).
But to be fair, that's a product design decision, not really one with moral implications.
It's a common expression I see around here, but you do not know their profit motives. You only know their marketing and hold a perception of them. They are not the same thing, there cannot be alignment.