New tools in Apple's iOS 9 software could threaten mobile ads

SAN FRANCISCO — It's a feature iPhone users may come to love while putting advertisers potentially on edge:

Apple's new iOS 9 mobile operating system will include tools for developers that can block mobile web ads that would otherwise come through the Safari browser on such phones.

Apple's documentation for developers refers to "Content Blocking Safari Extensions" as a "fast and efficient way to block cookies, images, resources, pop-ups, and other content."

"Consumers have shown that they only want ads and extensions they really are interested in and not sent to them out of context," says Creative Strategies analyst Tim Bajarin. "They play a role in the overall tech ecosystem so Apple needs to make it easy for people to opt in or opt out.Apple is mainly responding to the demands of consumers who only want things they really care about."

But publishers who are struggling to make money via mobile may not view it quite the same way.

As Joshua Benton writes for the NiemanLab at Harvard, "Think making money on mobile advertising is hard now? Think how much more difficult it will be with a significant share of your audience blocking all your ads — all with a simple download from the App Store."

Apple has been emphasizing privacy during this week's Worldwide Developer Conference where iOS 9 was previewed, seen as a not so subtle jab at rivals such as Google and Facebook.

The new ad-blocking tool could impact companies that produces software whose aim is to stymie annoying and intrusive ads. In a blog post, Adblock Plus, a maker of such software, says the move by Apple does not make Adblock Plus "redundant."

"This is not the case…We are not crying about Apple taking over our business."

iOS 9 is expected to be available for the iPhone, iPad and iPod touch in the fall.

Apple could not be reached for comment.

Email: ebaig@usatoday.com; Follow @edbaig on Twitter