IMHO, Apple just jumped onto a dumb dribbble trend that has been happening for a few years. Remove toolbars and put stuff in a small floating pane.
Seeing it in iOS will encourage more people to do this, but it’s not a trend Apple started. Their design team doesn’t have very many good original thoughts these days.









Once you create a monetization team that puts ads in shit, they’re going to want to keep putting more ads in stuff. They’re all judged on how much better they do year over year.
Apple should’ve never created a team that sold ads on their platforms.