Apple has decided to extend Apple Ad Blocker services to all its devices with iOS 9, which is in its beta-testing phase. The announcement of Content Blockers has stimulated a troubling reaction from advertisers and online publishers.
Apple Ad Blocker would give the extensions a faster and more efficient way to block pop-ups, cookies, images, resources and other content, according to Apple Developer blog. Since, most of the customers spend more money on iOS than Android OS, Apple's present move could lure in a lucrative audience by blocking ads.
"Apple's latest foray into the ad blocking industry, online advertisers will surely suffer major drawbacks in terms of monetizing the mobile industry," reported The Weather Space.
The promised upgrade might benefit the consumer's but it could be detrimental to Internet content publishers.
"The operating system and browser makers have a great deal of power when it comes to the consumer experience," Scott Cunningham, Senior Vice President of Interactive Advertising Bureau told The Wall Street Journal.
Fortune.com reported that the "Apple Ad Blocker" feature could disrupt the growth of $70 billion mobile marketing business. The reporters highlighted that a study by Adobe and PageFair showed that ad-blocking extensions in desktop web browsers resulted in a $22 billion loss of revenue to the websites that host ads.
Google would be hit hard, by Apple's Ad blocker. A Goldman Sachs report estimated that Google earned over $12 billion in mobile search revenue. They highlighted that 75% of it had been generated from users of iPads and iPhones.
Purify, is an app that would block ads on Youtube, reported the Lifehacker.
iOS 9 would allow third-party developers to introduce apps that will enable ad blocking on Safari, its mobile browser. This feature would not block ads within apps. Since, it takes a 30% cut on money generated from apps, reported Fortune.
"It's (Apple Ad Blocker) yet another arrow that Apple can put into the ankle of Google," Peter Stabler, a Wells Fargo analyst told the Journal.
