I've been getting intrusive first-party ads in Apple's OSes for at least the past 3 major OS releases. News+, Fitness+, Music, Apple TV+, etc etc.
News+ also has a ton of articles behind paywalls, even if paying for the premium version. It’s an ugly experience, probably the worst one.
Surely we can distinguish MacOS – the operating system – from the online services provided by Apple that happen to have a native app?
If you are choosing to use Apple online services, sure, you'll get upsells I guess, as with any other online service. I don't use any of Apple's online services, and never see those ads.