It's complicated. Yes, Apple is creating an advertising monopoly for themselves (obviously only for folks within their ecosystem). No I don't like that personally.
Are they replicating the no-rules surveillance systems of the existing ad market? I have no evidence for that. I've been looking but I haven't seen it.
Saying "the only reason" Apple is countering Google and Facebook here is ad revenue completely ignores what horribly dishonest and harmful stewards of the ads ecosystem these two companies have been. Both companies have knowingly broken the rules of every platform they exist on (not just Apple platform) to work around device permissions to scoop up personal data they have been EXPLICITLY told by the user not to take. Google just had to pay several hundred million dollars for lying to customers about data capture opt-in. Facebook has settled many times as well, and has repeatedly used private APIs and exploits to gather contact info and messaging data. They have also shown no principle whatsoever about who can use that data and for what purpose. Facebook goes so far as to claim in public hearings (and in court) they don't even know how much data they gather or where it is or who can access it.
As tracking grows its access to more devices and more personal data, and as ads appear on more and more surfaces (Google and FB stated goal is every surface btw), the negative effects of this abusive behavior have become visible after decades of relative invisibility to consumers. "Why is my music app giving me podcasts about pregnancy while I'm in the car?", "Amazon shopping (which my partner can see) is showing pregnancy test promotions", etc. And still invisible, down the rabbit hole, very harmful uses of this information for individuals, businesses, and entire geopolitical regimes. I used the pregnancy example for a very pointed reason if you have been following tech concerns in USA related to political rights.
When you push the idea that Apple's product moves are just as bad as our current status quo, I cannot agree. I think you will be proven wrong about Apple's endgame (for at least the next decade, all corporate cultures change). At the very least we can be happy for a time spiting the existing tracking monopoly - who have been hurting us for a long time with no challenge. They are losing a ton of money. May it continue.
I am hopeful seeing an existential threat to healthy society being trimmed down, even if the people doing the cutting (Apple) refuse to pull it out at the root.