To state the obvious, I don’t like ads. No one does.
I expect ads when I’m getting something for free. If I read an in-depth review of a new product I expect ads. Someone has to pay that reviewer for their time to research and write about the product. Ads put in front of me just because they can are not good.
For Apple Maps, to me that’s part of iOS. I feel like I pay for that when I buy the iPhone. So I don’t think ads are appropriate.
Apple News makes sense to have ads inside an article just as if you viewed the article on the website. However, I don’t think the main view of available articles should have ads especially if you pay for News+.
I definitely don’t want ads in the TV App. I’m going there to see content I’ve already paid for. That would be like opening my pantry to grab my morning cereal but seeing an ad for another cereal brand.
Honestly, I’m on the fence about the App Store. My usage is almost entirely to find an app that I search for. Rarely do I browse for something new. If Apple wants to show a sponsored new game in a promoted way I don’t know how much I care. To me it’s like walking through the grocery store and seeing featured products on big displays. As long as I can easily get to what I want I’m not sure I care.
It’s like many things where the current reality is not so bad, but we fear the trend.