Apple brings ad-blocker extensions to Safari on iPhones

Faster iPhones and a new TV box are likely to dominate Apple's launch event on Wednesday, but a tweak to the firm's mobile web browser will arguably be just as far-reaching.
For the first time, Apple will allow adverts to be blocked by the iPhone and iPad versions of Safari.
The move is likely to please users, but will concern the many companies that depend on advertising.


What is an ad-blocker?

In a nutshell, the term covers a variety of technologies used to prevent adverts appearing on internet-connected devices.
They are already widely used on PCs, where the most common technique is to install a browser plug-in, but are relatively rare on smartphones and tablets.
That's not to say it's impossible to use them on mobile kit.
Apple and Android devices can already run specialised third-party ad-blocking browsers or be made to stop ads appearing by altering their network settings, but the point is that only a small percentage of people do this.
Apple's decision to open up Safari, however, could take the activity mainstream.

What's the benefit to users?

Webpages should be decluttered of distracting content.
Pages should also load more quickly, mobile data allowances should come under less strain and iPhone batteries could also last longer between charges.

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