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Some subscription app developers suspect Apple is buying Google ads that send users to their apps in the App Store, to protect its cut by decreasing web signups (John Koetsier/Forbes)

John Koetsier / Forbes:
Some subscription app developers suspect Apple is buying Google ads that send users to their apps in the App Store, to protect its cut by decreasing web signups  —  Apple is secretly buying Google ads for high-value apps to collect potentially millions of dollars in subscription revenue, multiple app publishers have told me.