Apple unveiled iOS 9 earlier this week with big improvements to Siri, multitasking on iPad, and an updated News app. While there’s many other additions, including a lowercase keyboard, one change that Apple didn’t highlight is the ability to block web ads in Safari. Apple engineer Ricky Mondello first revealed the change on Monday, and the company is planning to provide more details to developers tomorrow. iOS developers will be able to create extensions for Safari that block cookies, images, resources, pop-ups, and other web content.
Nieman Lab calls the change “worrisome,” noting that web publishers are struggling to generate digital advertising revenue through mobile audiences. Apple’s move is significant as the majority of web users in the US use Safari thanks to the popularity of the iPhone. The change also arrives alongside Apple’s News app, which is designed to collate articles from publishers in a similar way to Flipboard. Apple News will be supported by ads, meaning publishers may have to opt in when ad-blocking software inevitably becomes popular in the App Store.
More from theverge.com:
- If this is the beginning of the end of Reddit, then Reddit deserves to die
- This is the new BMW 7 Series, a rolling temple to high-tech
- Spotify announces a 20 million head start on Apple Music
- The entire music industry is just another feature of the iPhone
- The lessons of famous science frauds
- iOS 9 is turning the iPad into what it always wanted to be: the new-age PC
- I never wanted a scooter until I met the Gogoro
- For the streaming music competition, threat of Apple Music turns to a sigh of relief
- Apple Music may not steal you from Spotify, but it can still win the streaming battle
- The 10 biggest games we’ll see at E3 2015