Its more general than that. Media production in general, and the tech press included, seem to be married to Apple as their tech supplier. So when Apple do something it is suddenly new, even though it has been going on for years or even decades in the larger tech sphere.

Never mind that as the western world has been in a slump for nearly a decade, companies has started to reevaluate their spending. And in the process has come to question the impact web ads have.