They aren’t as aggressive and focus on the customer experience more than others, 8bn isn’t a lot for a company with their reach.

For example Apple radio is a free product with no ads, Apple TV and Apple Music don’t have an ads supported tier.

Advertising accounts for about 1% to 2% of Apple's total overall revenue, bringing in roughly $8.5 to $12 billion annually.

1-2% is rounding error.