iOS 9, the next OS from Apple, will be released in Oct. 2015 and will be supported on the next gen iPhones, the iPhone 6s and 6s Plus. Apple announced that the OS will feature ad-blocking software embedded that could pose problems to advertising competitor Google.   

Users will be able to use the software with the Safari Internet browser.

The market for online advertising is estimated at about $70 billion, but Apple's initiative might cause some ripples in the ocean of online commercials and announcements. Firstly, it seems that the move is directly targeting competitors such as Google, who is the market leader in money made from online advertising.

The interesting part is that Apple's target audience is willing to spend more money online. This means they are a better target for mobile advertisers than their Android peers.

Apple might be just the beginning: staying away from unwanted ads is a user's dream, so other mobile brands might start offering similar services. It is even more understandable that they would do so, as the tiny screens of smartphones are easily cluttered by ads.

It was only a matter of time until ad blockers — which have been around for a couple of years now, would make the transition from desktop to mobile screens. The version of Safari Web for PC supports the ad blocker as well. The iOS 9 producer does not develop ad-blocking software on its own but allows external programs to be added on its browsers. A few users might be discouraged to install ad blockers due to the mandatory installment of add-ons prior to that.

Some publishers that aim to increase their readership — CNN and Vox Media, for instance — are backing up Apple News and promise to make most of their content visible on the new app. Others — the ones with a wide subscription base like the New York Times and Wall Street Journal suggest that they'll provide Apple News with only a few stories daily.

An important detail is that Apple News will allow ads within apps. The reason for this is that apps do not slow down the performance of an app as much as they do to browsers. A second, and arguably stronger reason, is that if Apple blocks ads within apps, a hefty portion of developers that create apps for Apple would stop.

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