Apple’s iOS 9 will allow iPhone users to block online advertising shown in its Safari web browser, the Financial Times reported.
Changes planned for iOS 9 include “Content Blocking Safari Extensions”, according to documents shared with app makers this week at Apple’s Worldwide Developers Conference.
The move to enable ad-blocking on iPhones has caused concern among some in the media industry.
Some online advertising companies, including Google, Amazon and Microsoft, have paid Eyeo, the company behind popular tool Adblock Plus, to ensure their ads appear on a whitelist of “acceptable” ads that are not blocked.
However, in a blogpost about the planned changes in iOS 9, Sebastian Noack of Adblock Plus said that it was unclear whether Apple’s extension would help or hinder its technology.
Apple did not comment further on its plans.
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Source: Telecom Paper