Apple is not at Google’s level of surveillance-based adware. With these new changes to Maps, they now have new incentives to eventually catch up, but their targeting is bad because they suck at targeting, because they built their business around not collecting all that data & displaying targeted ads.

That said, if that’s the direction they’re going, I don’t need to help encourage them. I deleted Apple Maps off my phone & iPad, & switched back to Google Maps after like 10 years on Apple Maps. The hardware I buy is expensive enough & has profit margins high enough that Apple should never be trying to show me ads—targeted or otherwise—inside the basic functionality of their phones, and Maps is very much marketed as a feature of the hardware they sell. Also Google Maps is just better.