A simple calendar item such as Pick up the girls after soccer practice Now apple knows you have multiple kids and they are both girls and you are old enough to have children who would be of age to play sports . They know your kids are into sports . They know you mostly likely own a car and it ' s big enough to fit at least 3 people . Apple doesn ' t want you to use other apps because they want to collect as much data about you as possible so it can be sold to advertisers . or used for themselves . EDITIn case people are doubting Apple Support page for opting out of Targeted ads they call them interest based ads usHT 202074 Apple ' s documentation for News ads which tells you what demographics you can target CH 6 SW 1 The iAD platform those ads you see at the bottom of apps Apple filed this patent in 2015 f i l e s p a t e n t f o r t a r g e t e d a d s y s t e m t h a t c h eckswhatyoucanaffordtobuy 1628270