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Leonid Bershidsky

Why Apple Wants to Let You Block Ads

Millennials have no use for solicitations.
Bye-bye, pop-ups.

Bye-bye, pop-ups.

Photographer: Justin Sullivan/Getty Images

Apple is about to give iPhone and iPad users the opportunity to block ads. This follows a recent German court decision affirming the legality of ad-blocking software and may point to a wider rejection of invasive advertising. Companies with ad-based business models may soon have no choice but to rethink their approach.

Apple's anti-ad innovation is buried in the update notes for the mobile version of Safari, its Web browser. This autumn, users will get a Safari extension that allows them to block cookies that gather browsing data, as well as images and pop-ups.