"Apple is loathe to use customer data to deliver targeted advertising or personalized recommendations..."

...is false. They are loathe to allow anyone else access to it, and sold ads as many exchanges (like Facebook) do - not sharing user info, but promising they can target the demographic you want with precision.

And just to drive home the point, they will still be using targeted data when they start showing App Store ads in iOS 10. If you think there is no targeting there, you're hiding your head in the sand.

My theory goes like this - Apple gets to still advertise, lose its full iAd sales team, has a captive audience and ad platform and so can set pricing however they want, use native (better) ads instead of banner (worse and dying) ads, and so on.