The iOS9 launch this week marks the beginning of optional content for users. Apple has offered third-party developers ability to create content blocking plugins for iOS9 safari. This allows the users to download the plugins to enable them have a more pleasant, ad-free mobile phone experience. In addition to this new move, Apple is also delivering content from publishers, a move seen as a way to remain afloat from advertising revenue.

Need for content blocking plugins?
In recent years, iPhone and iPad browsing have become somehow bothersome. This is because of the popups that keep appearing which may be the reason for slow-loading. The fact that some exploits will even unexpectedly force users from a website to an App store, without a prompt, has also been bothersome. Blocking adverts is said to save a lot of CPU time and RAM while at the same time saving a lot of bandwidths.

Safari content blocking plugins would mean that there would be no more flash animations, no more auto-playing movies and no more lengthy adverts that lead to slow loading of web pages.
Benefits of iOS9 Safari blocking

The benefits of this move are mutual. Both the company and the users benefit. The company gets to provide a better browser experience to the users and the same time snub Google, its largest online competitor in advertisements. Another win for Apple is that the company will collect a 30% cut of revenues from the third party ads delivered through their devices.

How the content blocker works
Apple’s content blocker is a new method of filtering data. The Safari blocker for OS works through JavaScript and CSS whereby an extension system is hooked into events inside the web browser
Effects of the launch to online publishers

The cost of advertising for online publishers is likely to go up. This would in effect decrease revenues earned by the publishers. The implication of this, therefore, is that the online publishers are concerned and quite unhappy with Apple introduction of ad blockers in iOS9 because it directly interferes with their source of livelihood. The publishers’ livelihoods hang in the balance.