Isn't that a false alternative? The third option being, since Apple controls what is and is not allowed on the App Store, they could make the following change to the App Review Guidelines: 7. Advertising7.1 Due to Apple's deeply held values of privacy, no app on the iOS or Mac App Store shall be ad-supported. Acceptable forms of revenue are (i) up-front payment and (ii) in-app purchase. Apps that contain advertisements will be rejected.