The services ads at the top of the Settings app (when you get a new iPhone or add another device to your account) have been there for years and long predate Ternus.

Yes, this is the problem I was referring to. There is internal opposition but the exec team will clearly turn over in the next few years (due to retirement) which will inherently bring in a team more aligned with the CEO’s objectives.

People will complain but ultimately won't actually move away from the Apple ecosystem for it to matter to Apple.