Apple is about to shut down mobile ads

The tech giant isn’t powering the ad blocking tool itself, rather it is allowing developers to create apps to work with the browser in its iOS 9.

The iOS 9’s Content Blocking feature will largely cripple the said industry, considering that there are millions of Apple gadgets that are being used on a regular basis. The feature is expected to affect the revenue of mobile advertisers and publishers. “Content Blocking gives your extensions a fast and efficient way to block cookies, images, resources, pop-ups, and other content”, per an Apple developer blog. In the case of blocking ads by Google Chrome, an app needs to be installed which is not from the Google Play app store.

The next version of Apple’s AAPL, -0.34% mobile-operating system, due out as early as next month, will let users install apps that prevent ads from appearing in its Safari browser.

While content blocking will be available in iOS 9 the feature will not be enable as a default in iDevices.

However, that might also mean certain ads from Google’s AdMob advertising service might stop showing on iOS 9 which, as you might imagine, doesn’t sit well with Google.

While ad-blocking technology has been around for years, the recent uptick in adoption has spurred a debate about the ethics of its use, with some advertisers and publishers arguing that the software violates the basic contract that in exchange for free content, users put up with ads (no matter how numerous or invasive).

For many publishers and tech firms, their mobile audience is growing, earning big revenue from them. Content blockers also help in protecting user privacy and reduce the use of data, which in turn will also reduce battery usage. The Apple News app will include articles from many news publishers such as Daily Mail, The Atlantic, Time Inc. and more.

Online promoters will have to market directly utilizing an application like Apple News app creation.

iPhones will soon see an update which allows them to block ads in their browsers.