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One of the novelties iOS 9, which was not discussed during the keynote, concerns Safari. Apple engineer Ricky Mondello revealed that in iOS 9, it will be possible to block advertising within Safari. iOS developers will be able to create extensions for Safari that will be able to block selected content such as cookies, images, pop-ups and other web content. Content blocking can then be easily controlled directly in the system Settings.

No one expected a similar step from Apple, but perhaps it is not entirely surprising. The news comes at a time when Apple is preparing to launch a new News application, which will be tasked with collecting news and news from a large number of relevant sources, such as Flipboard does. The content of the application will be loaded with advertisements running on the iAd platform, which will not be subject to blocking, and Apple certainly promises decent revenues from it. But the advertising giant Google is behind most of the advertising on the web, and Apple likes to screw it up a bit by allowing it to be blocked.

The vast majority of Google's profits come from advertising on the Internet, and its blocking on iOS devices can cause considerable inconvenience to the company. Considering the iPhone's popularity in key marketing markets like the US, it's clear that AdBlock for Safari might not be a proxy problem for Google. Apple's main rival could lose a lot of money.

Source: 9to5mac
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