When Apple revealed that its new operating system for mobile phones, iOS 9, would feature what the company called “content-blocking Safari extensions”, no one really blinked.Tim Cook, Apple’s chief executive, didn’t even detail the feature on stage at the lavish launch for iOS 9 in July.Instead, details of the content-blocking extensions were buried in technical documents, and an in-depth explanation was given only on the fifth day of Apple’s worldwide developer conference in San Francisco.
http://www.theguardian.com/technology/2016/jan/01/publishers-apple-ad-blockers-target-google