Earlier quoted context omitted.
Apple should wind down their ads system (iAd) entirely. Advertisements are antithetical to what Apple stands for - privacy, premium experience, doing the right thing for users. They should lower their cut to 10% (not to 20, as the article states) and start offering curated experience bundles like they do with AppleTV.
They do not stand for any of those things and the fact that you believe it is just another win for their brainwashing machine. They've been known to lick China's boot any time they throw a tantrum ( https://news.ycombinator.com/item?id=21210678 ). That alone proves they only stand for their own greed.
China and other oppressive regimes tend to be where the marketing gets in conflict with the law and China has a lot of leverage on any major electronics manufacturer.
Still a capitalist business so ideology or ethics don't really factor into it.
I think it is correct that Apple could benefit in amrketing from having no ad systems on their platforms. Not convinced it would be net positive for them though.