One possible outcome of the trial may be that Google halts all default search payments, and Apple will face a serious revenue hit - something like $25 billion annually.
Strange to think of Apple, the world's largest business, as a dark horse of anything. But it's the ad tech dark horse that nobody and everybody simultaneously sees coming.
Industry observers might interpret Apple's derogatory position on advertising - that ads are 'distractions' and attribution tracking is 'surveillance' - as a sign it won't enter the same business.
Super Bowl ads almost sold out, with potential for some advertisers to back out; Apple could be impacted by strategic advertising stance.
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