Apple is including a feature to iOS 9 that will allow developers to write an extension that will block mobile ads and more. While the tech titan didn't mention this during WWDC, a user will be able to pick up an add-on for Safari from the App Store. Installing this extension will allow users to block ads, cookies and other content from websites viewed on an iPhone or iPad. With 90% of Google's revenue coming from mobile ads, this could be construed as a shot across the bow with Apple hitting Google right where it hurts. The majority of Google's mobile ad revenue comes from ads viewed on iPhones and iPads.
"The new Safari release brings Content Blocking Safari Extensions to iOS. Content Blocking gives your extensions a fast and efficient way to block cookies, images, resources, pop-ups, and other content.
Your app extension is responsible for supplying a JSON file to Safari. The JSON consists of an array of rules (triggers and actions) for blocking specified content. Safari converts the JSON to bytecode, which it applies efficiently to all resource loads without leaking information about the user’s browsing back to the app extension.
Xcode includes a Content Blocker App Extension template that contains code to send your JSON file to Safari. Just edit the JSON file in the template to provide your own triggers and actions. The sample JSON file below contains triggers and actions that block images on webkit.org."-Apple
Keep in mind that this will not be available by default. Apple is merely allowing this to happen and it will take a developer to write the actual ad blocking app that you will install on your iPhone or iPad. As the old saying goes, an Apple a day keeps the mobile ads away. And while this might be great news for iOS users, it might not be so good for mobile content providers whether it be games, news or other content.