Apple’s unilateral and heavy-handed approach is bad for consumer choice and bad for the ad-supported online content and services consumers love. Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful. Put simply, machine-driven cookie choices do not represent user choice; they represent browser-manufacturer choice. As organizations devoted to innovation and growth in the consumer economy, we will actively oppose any actions like this by companies that harm consumers by distorting the digital advertising ecosystem and undermining its operations.
Put another way, Apple’s approach to cookies is bad because it makes it harder for products and brands to stalk you online. And there is nothing “innovative” about making sure the highest bidder is always what’s most visible to consumers.
It takes a special level of evil to take something that’s universally acknowledged as bad (like perpetual online behavior tracking) and try to sell the idea that this is good for consumers. I guess it’s just marketing. This is where the ad industry is.