Apple is letting developers make ad-blocking tools for its Safari mobile web browser on iOS 9, threatening revenues for businesses that rely heavily on advertising.
One of the changes in iOS 9 – Apple's operating system for iPads and iPhone set to be released later this year – will be the ability for app makers to create "Content Blocking Safari Extensions".
The iPhone maker already has ad blockers for the desktop version of Safari, but bringing it to mobile could hit advertising revenues for publishers in particular, at a time when revenues from mobile ads are on the rise. The proposed ad-blockers won't affect advertising in apps, only in the mobile Safari internet browser.
"Blocking gives your extensions a fast and efficient way to block cookies, images, resources, pop-ups, and other content," according to documents given to app makers at Apple's Worldwide Developers Conference this week.