If apple's private advertising is truly an innovation—private ads, I see this as an improvement in making the ad business model more ethical, not an example of enshitification. I am happy that Apple is making a privacy-preserving Google Maps competitor—yes, google already has vast power, but think about the ability that Google has to view the exact location of billions of real identities.

I use an ad-blocker and try to never see ads because ads goals are opposite of mine. Yes, this makes Apple Maps worse, but Maps needs to be paid for, and short of innovating a new way to monetize the internet, this is a good thing for Apple.

I get "helpful discovery" from Duck Duck Go. So, I can be looking for some bit of cosmology and get a search result indicating the nearest brew-pub among the scientific results.

I live and drive by myself. This is not an ad. It's a threat.

Whatcha going to do?

  Ads that have no information about me other than location are useless garbage.    
  Ads that know about me are hated intrusions of (what used to be) my privacy.

Advertising is a poison that demeans even love – and we're hooked on it -- George Monbiot (2011) [0]

[0] https://www.theguardian.com/commentisfree/2011/oct/24/advert...