Advertisers are worried over Apple's move to allow ad blocking apps in iOS 9. This is said to be Apple's way to get "a cut of the advertising revenue" via their iAd.
Apple is said to be striking fear into advertisers as the company recently made a move that would prompt ad companies to "rethink how they push mobile advertisements."
"People are actually okay to get advertisements and offerings if it's in the right context and in relation to their location. It is a good thing for Apple to do that and will force the industry to rethink how they push mobile advertisements," head of data monetization at Tektronix Communications Guillaume Le Mener told CNBC.
This is because Apple would be enabling iOS 9 to give app developers the ability to create "Content Blocking Safari Extensions," which means that there will be applications that would allow users to block annoying ads. However, this will only be available upon using Siri.
The move that Apple made would eventually prompt advertisers to "rethink" their approach.
"Marketing experts said Apple's move will cause a 'rethink' in the industry and force advertisers to create more relevant adverts," said CNBC.
This capability, also called "Content Blocker," is currently available in the iOS 9 beta build. It will allow developers to block images, cookies, popups, resources, and other elements.
But why is Apple offering this? The reason was speculated to be Apple's strategy to use its own advertising network called "iAd."
"It's unclear what Apple's motivation could be for encouraging ad blocking on the Web. As it runs its own ad network, iAd, it may be a strategy to push websites that rely on ad revenue into building native apps instead, where it can get a cut of the advertising revenue and guarantee they'll still appear," reported Owen Williams via The Next Web.
Other advertisers seemed to be worried about the potential threat that "Content Blocker" could do to their business.
"The best arguments for adblocking are even stronger on mobile than they are on desktop - bandwidth and performance and battery life are all at a premium. This is worrisome. Publishers already make tiny dollars on mobile, even as their readers have shifted there in huge numbers," reported Nieman Journalism Lab.
If advertises are worried about it, "Content Blocker" may spell some joy to iPhone users.
The Apple iOS 9 is set to be released around Fall.
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