How does this play out? So ad companies' revenue gets shifted to Apple's app store, Apple gets even bigger than the biggest it already is. Then advertisers put their ads in-app. When Apple has all the marbles we willingly gave them, what's next or was that it: dominate, do whatever you want.
The safest thing we can do as consumers it not give any one company all the marbles.
> So ad companies' revenue gets shifted to Apple's app store,
This presumes that everyone who is currently using add supported apps will start paying for apps which is unlikely.
There will continue to be ad supported software, it will just be less profitable. Likely at least some developers will shift to paid, but not nearly all.
The safest thing we can do as consumers it not give any one company all the marbles.