Apple’s struggle to provide big-data services like the AIs recently presented by Google and Facebook have led to concerns that Apple could be destined for a similar fate to BlackBerry maker RIM. In this post, I wanted to present an alternative version of how the next iteration of the web might unfold. Apple definitely has a plan. Apple’s focus on privacy and ad-blocking is its attempt to transition value from the web towards its own iOS platform by undercutting the feasibility of targeted advertising. The value of Facebook and Google is predicated on the value of their underlying data. If Apple can devalue that data, then it can potentially turn the entire industry on its head. If Facebook and Google’s bet on AI is considered a “big if”, then Apple’s bet that it can devalue the web should be considered a titanic if. The most probable outcome is assuredly somewhere in the middle, but it’s always fun to play devil’s advocate.