Apple's new iOS 9 will apparently allow iPhone and iPad users to block ads on Safari, the company's Internet browser.
At WWDC 2015 earlier this week, Apple unveiled its latest mobile operating system, iOS 9, detailing notable improvements to the Siri digital assistant, the News app, multitasking on iPads and more. Another change that bears mention is the ability to block ads on Safari.
Developers who are building applications for the newly unveiled iOS 9 now have access to a neat application programming interface (API) that can block various content such as images, pop-up ads and tracking cookies in the Safari browser.
"The new Safari release brings Content Blocking Safari Extensions to iOS. Content Blocking gives your extensions a fast and efficient way to block cookies, images, resources, pop-ups, and other content," Apple said in new developer documentation, as spotted by NeamanLab.
More specifically, developers will be able to make app extensions that provide Safari with a JSON file, screening incoming Web content without returning browsing history to the extension. The JSON file includes a range of triggers and actions designed to block certain content.
"Safari converts the JSON to bytecode, which it applies efficiently to all resource loads without leaking information about the user's browsing back to the app extension," Apple explained.
Xcode offers a template called Content Blocker App Extension, allowing developers to simply edit the JSON file to enable their own triggers and actions.
It remains unclear just which ad blockers will receive approval, but it's nonetheless an important step forward for Apple and iOS. Android and desktop devices have been allowing ad blockers for quite some time now, as many users prefer to do away with ads for a cleaner browsing experience.
Ad block usage continues to increase worldwide and is expected to grow even further. Apple's entry into these endeavors could significantly boost ad block usage, as the company holds a dominant position on the mobile market.
Content creators and publishers who sell ads will no doubt be impacted by this move. In a mobile-driven day and age, publishers are heavily relying on mobile users to generate digital advertising revenue. Ad-blocking mobile options would make that significantly more difficult, and small businesses relying on online advertising will be particularly affected. IOS users, however, will likely welcome the change.
