iOS 9 is ready to get released in the market next month. It is coming up with its new feature of content blocking. This upcoming feature is already a buzz in the market. It will transform things for Content Consumers as well as Content Producers.
As per one of the reports published by PageFair, ‘Ad blocking grew by 41% in just 12 months. It says that there are 198 million ad block users across the globe. Furthermore, it estimated to cost publishers 22$ billion (approx.) in 2015.’
Apple Inc. describes content blocking Safari extension to iOS as an efficient way to block cookies, images, resources, pop-ups and other content. A few of us must be thinking that it might work like regular ad blockers of desktop. However, it works a little differently.
Apple Inc. officially explains that in iOS 9 an app extension will supply JSON file to Safari. It comprises of an array of rules i.e. triggers and actions which will block the content specified by you. Safari will convert JSON to bytecode. It will be applied to all resource loads and will be completely secured. It will not leak user’s browsing back-up to the app extensions.
To make it simple, iOS 9 will allow users to block not just ads but also cookies, images etc. It will not help advertisers to identify the user. However, it is wise to note that apps containing this extension will be available on 64-bit devices only.
Mobile browsers are little slower in comparison to desktop browsers. Furthermore, trackers, ads and pop-ups make the situation worse. This increased content leads to longer loading time, drains the battery faster, and consume your data quickly.
This new feature will:
- Allow you to speed your mobile Safari.
- Help you to save your iPhone battery life.
- Push publishers to Apple’s News App, where Apple takes a portion of its revenue.
Therefore, considering the above areas, Apple really did a smart move and it is a win-win situation for them. Although, they have still not disclosed about the policies it will implement for content blocking. It might also bother a lot of content producers and websites. After all, it may cause financial issues for them.