iPhone fans will be happy to hear that Apple's new iOS 9 mobile operating system will have a feature that will help them avoid advertisements before their videos.
The feature will be a version of Adblock, an extension in the Safari browser that is more common on desktop computers, which makes this addition the first time that iPhones and iPads will have such a tool, according to The Cubic Lane.
In addition of letting users block ads and cookies, the feature will help browsers load web pages faster and more exclusively.
The Cupertino, Calif-based tech giant released a document for developers called "Content Blocking Safari Extensions," which the tool as a "fast and efficient way to block cookies, images, resources, pop-ups, and other content," USA Today reported.
"Consumers have shown that they only want ads and extensions they really are interested in and not sent to them out of context," Creative Strategies analyst Tim Bajarin said. "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."
The new feature is expected to be an inconvenience for companies that make money off mobile ads, USA Today reported.
"Think making money on mobile advertising is hard now?" said Joshua Benton of Harvard's NiemanLab. "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 Apple Store."
Apple previewed iOS 9 at this week's Worldwide Developer Conference and will make it available to iPhone, iPad and iTouch users this fall.
