After abandoning iAd revenue, Apple Inc can reintroduce an ad-free internet (Apple Insider)

From a provocative platform perspective

"That indicates iOS generated over 40 times the revenues for Apple that Android contributed for Google, even before considering iTunes, App Store, Apple Pay and devices like Apple Watch and Apple TV.

Apple's exit from the mobile ad sales business may look like a win for Google, but it really signifies that Apple is ready to stop playing in ads where Google has a home field advantage, and instead begin to leverage its entrenched position in hardware in order to starve Google's core business into irrelevance by targeting the valuable foundation of Internet ads."

After abandoning iAd revenue, Apple Inc can reintroduce an ad-free internet