Apple's plan was never to remove ads from your life, it was only ever to gain your trust for their company so that you would ultimately trust THEIR ad platform. How do we know this? Take a look at Apple's ad platform revenues ever since they went after Facebook tracking, their business blew up overnight and they quickly overtook Facebook as the biggest ad provider on iOS devices. Apple's language regarding ads has always been about how invasive the tracking technology was from the other guys but they never mention how ads themselves cheapen user experiences:
I want suggestions in the App Store because those apps are brilliant, not because the guy with the biggest funding round could out-ad the other guy.
I want suggestions in Maps for local businesses because those places are rated highly amongst real customers in the community, not because those businesses are paying for ads.
I want book suggestions from real world experts and book fanatics, not because the publisher bankrolled their favorite author.
Sure, this rumor is "unsubstantiated" but we all know Timmy's obsession with growing the services side of Apple means this will happen sooner or later. It was always going to come to this.
"Guys guys guys!!! When they do it it's creepy, when we do it it's okay because we 'anonymize' the data beforehand!!! That means putting ads everywhere in the operating system is totally okay!"