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Skip to navigationSkip to contentHelp using this website - Accessibility stateme nt MY NEWS MY CLIPPINGS MY COMMENTS MY BENEFITS TODAY'S PAPER SUBSCRIBE LOG IN REGISTER If you have trouble accessing our login form below, you can go to our LOGIN PAGE .If you have trouble accessing our login form below, you can go to our LOGIN PAGE . 2:46PM Wednesday Sep 16, 2015 29608 online nowDo you know more about a story?con tact us Real EstateCarsJobsDatingNewslettersFairfax Media NetworkMore The Sydney Morning Herald Digital Life Latest news Wearables Cameras Mobiles Computers Apps Consumer Security Games Tablets Blog Social Radar Other Tech IT Pro You are here: Home Digital Life Digital Life News Search smh: Search here... Search in: Digital Life Search New iPhone, iPad iOS 9 software to speed up mobile web with ability to block ads Date September 16, 2015 - 2:01PM 527 reading nowComments 1Read later Leila Abboud and Harro Ten Wolde Tweet Pin Itsubmit to redditEmail articlePrint Strong sales start for new iPhones Apple says sales of its new iPhones are on pace to beat the 10 million units it sold during the first weekend of sales last year. Autoplay ONOFFVideo feedbackVideo settingsVideo will begin in 5 seconds. Don't play Play now Apple's move to make ad-blocking software available on the iPhone is a double-ba rrelled effort to boost the health of the so-called app economy, while undermini ng arch rival Google Inc, which dominates the $US120 billion ($A168b) online adv ertising market. The new version of the iPhone operating system, to be released Wednesday afterno on, will for the first time allow customers to download third-party software tha t strips out marketing messages such as banner and video ads when people surf th e web via the Safari browser. Surfing the web with fewer ads will also mean people will consume fewer megabyte

s of their mobile data plans. A slew of ad-blocking apps for iPhones are expected to launch this week. But App le's new approach will not affect advertising inside applications such as Facebo ok, casual games like those from Supercell or King, or even Apple's own apps.

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Bloomberg with and without ads. Photo: thenextweb.com's Owen Williams Apple is in effect nudging big brands to shift spending to apps, rather than tra ditional online ads where Google leads. Ad-blocking software has been growing rapidly on desktop computers, led by early adopters among tech-savvy young people, but until now was rare on mobiles. Some 200 million people used ad blockers last year, up 40 per cent from a year e arlier, resulting in $US22 billion ($30b) in lost advertising revenue, according to a study by Adobe and PageFair, an anti ad-blocking tech company. Although only about 5 per cent of internet users globally use the tools, they ar e especially popular in Europe. In Germany and Poland, for instance, the figure is above 30 per cent. Broad adoption of ad-blocking would bring a new set of headaches for online publ ishers, many of whom are already struggling with plummeting ad prices. Shared revenue In a nod to publishers' concerns, Apple will also on Thursday launch a new app, called News, which will allow media companies to bypass blockers to serve their own ads or let Apple sell ads and share the revenue. Google, too, could take a hit from Apple's making ad-blocking mainstream, if its own search advertising, as well as the banner ads it manages for publishers thr ough its DoubleClick unit, were regularly blocked by a significant portion of we b surfers. Apple has not publicly explained why it decided to allow ad blockers on its mobi le phones, but chief executive Tim Cook gave a hint in June when he criticised i nternet companies for violating people's privacy to boost ad revenue. Ad-free? Apple will soon allow ad-blockers on its iPhones and iPads. Ad-free? Apple will soon allow ad-blockers on its iPhones and iPads. Photo: Gett y Images "They're gobbling up everything they can learn about you and trying to monetise it," Cook said in a speech. "We think that's wrong. And it's not the kind of com pany that Apple wants to be." Ad-blocking tools should help web pages load much faster on mobiles, as they str ip out so-called scripts and trackers that are used to serve up the ads. Some ea rly pilots have shown media outlets like Vice and the New York Times loading twi ce as fast. Surfing the web with fewer ads will also mean people will consume fewer megabyte s of their mobile data plans.

"Ultimately Apple wants there to be a better consumer experience on mobile and l ots of ads on smartphones are really intrusive," said Danielle Levitas of resear ch firm App Annie. "And there is an added benefit that this move will hurt their competitors more t han them." Arms race Media companies are groping for answers, sparking an arms race between ad-blocki ng companies and anti-ad blocking companies such as PageFair and Sourcepoint tha t try to disarm the systems for website owners. Some like US broadcaster NBC will not allow people using ad blockers to watch vi deos on their sites, while newspapers the Guardian and the Washington Post are p rodding people using ad blockers to sign up for subscriptions. Craig Federighi, Apple senior vice president of software engineering, speaks abo ut iOS 9 during Apple's Worldwide Developer Conference in June. Craig Federighi, Apple senior vice president of software engineering, speaks abo ut iOS 9 during Apple's Worldwide Developer Conference in June. Photo: Getty Ima ges Apple's new policy could also force publishers who don't already have them to de velop dedicated iPhone apps, rather than relying on mobile-friendly websites. German broadcasters ProSieben and RTL and newspaper publisher Axel Springer have filed lawsuits against Eyeo, the German company that makes Adblock Plus, the mo st popular adblocker for desktops. They have lost two early court cases, althoug h appeals are pending. Apple's move will open a new front in the fight. Eyeo put its free iOS and Andro id apps on the market last week, and others include 1Blocker, Blockr and Crystal . A spokesman for ProSieben declined comment on Apple's move but said the TV compa ny was "looking into several technical alternatives to bypass AdBlocker software ". Roi Carthy, chief marketing officer for Shine, an Israeli start-up that sells ad -blocking technology to telecom carriers, said that over time Apple could even t ry to play an enforcement role by setting standards for advertising in apps. "Since Apple controls what appears in the App Store, it could try to push develo pers to clean up the ad formats, to make them lighter or smaller," Carthy said. "But Apple will not cripple ads in apps - they have an interest in maintaining t he ecosystem where the bread and butter is monetisation via third-party ad platf orms." Reuters

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iPhone 6S launch: Apple prepares for life after the Digital Life Ten worst office dress offences Ten worst office dress offences My Small Biz Promoted Stories How to silence an abusive neighbour How to silence an abusive neighbour News external site A must read article before you take the Windows 10 Plunge! A must read article before you take the Windows 10 Tech Advice external site Top 5 Mobile Phones in Australia Now Top 5 Mobile Phones in Australia Now Moneyhound external site 5 Types Of Guys Every Girl Has Swiped Right On Tinder 5 Types Of Guys Every Girl Has Swiped Right On Tinder stylerange external site New Grammar App Can Help You Succeed at Work New Grammar App Can Help You Succeed at Work Grammarly external site Recommended by Swedish teen Agnes Hedengard shows bum deemed 'too big' for modelling Swedish teen Agnes Hedengard shows bum deemed 'too big Essential Kids external site This stunning photo series proves redheads aren't always white This stunning photo series proves redheads aren't Daily Life external site 1 comment so far If this gets the web to clean up the ads and use less data then it's a win for e veryone. Some of the ads are just data vampires and really really badly designed , intrusive and annoying. I really don't mind if the ads are generally pretty we ll designed and targeted like on smh but some of the big full screen ads are a b it too much and use a lot of data and memory meaning more refreshes etc if chang ing tabs. The other thing I hate they may be cleaned up is closing ads without c licking on them. So many are designed to make you accidentally click through no doubt to increase revenue but it's a false click through so it's not in the adve rtisers interests anyway. Plus it annoys users to no end. CommenterCity_side Date and time September 16, 2015, 1:20PM Reply Login to Comment New user? Sign up Tweet Pin Itsubmit to redditEmail articlePrint Advertisement Related Coverage null Strong sales start for new iPhones Watch later Most popular 1 The Apple iPhone has been a game-changer for Apple. iPhone 6s launch: Apple fu dges all-important ... Contains: total comments15 Read later 2 Mark Scott. 'Burning platform': ABC's Mark Scott says heat is ... Contains: Re ad later 3 "People have asked about the dislike button for many years," Zuckerberg said. "We've finally heard you and we're working on this." Dislike? Facebook working o n buttons other than ... Contains: Read later 4 Screenshot of the main page of www.ashleymadison.com Ashley Madison is currently the largest dating website. Ashley Madison hack: top 100 passwords revealed ... Contains: Read later 5 A screengrab from the dancing baby video. YouTube 'dancing baby' copyright rul ing makes it ... Contains: total comments6 Read later HUFFPOST AUSTRALIA

headlineBook A Hotel Room, Beauty Treatment And Dinner Reservation Like A Real M illiennial, With An App HuffPost Australia external site headlineThumbs Down: Facebook Tests 'Dislike' Button HuffPost Australia external site Follow Us Apple's hybrid offering is a giant iPad with an optional stylus and keyboard, r ather than a Mac tablet. The convertible computing space is too big for even Apple ... Posted in: Gadgets-On-The-Go Date: Sep 11, 2015, 12:27PMComments Prev Pause/Play Next Featured advertisers Compare & SaveDealsComparePopular iPhone 6 - Search plansiPhone 6 - Search plans Compare plans from carriers for i Phone 6 - Hundreds to compare «6 of 6»WhistleOut - How to Buy Happy Advertisement Money Mozo 2014 Trim thousands off your home loan Smh.com.au Compare All Saving Accounts Compare All Credit Cards Compare All Home Loans Motoring Mission E 2015 Frankfurt motor show full coverage Drive.com.au Holden shutdown irreversible: GM boss Over 500 car reviews a year Cars for sale on Drive.com.au Executive Style Mojo Bar. Ten of Australia's most bizarre bars Watoday.com.au The ultimate mens style guide Fashion trends and collections Management secrets from the boardroom Huff Post jaffles 5 Ways To Jazz Up Your Jaffle Smh.com.au Australians Love Coffee. We Have Proof Malcolm Turnbull's Public Transport Tips Joe Hockey Can't Say 'Tampon' Find A Babysitter fab-bts-reading Get before and after school care organised now Findababysitter.com.au Perth Child Care Fremantle Child Care Bunbury Child Care Compare and Save Skip to: Best Deals Mobile

Broadband Home Loans Credit Cards Low Rate Cards Rewards Cards Savings Accts Money Deals Loans Check out today's best deals UBank Low Rate Loan Low variable rate + no upfront or monthly fees More Info 40,000 Bonus Points Plus 0% p.a. on balance transfers for 15 months Check it Out Earn Velocity Points Earn up to 100,000 Velocity Points, limited time only! Find Out More Best Phone Plans GUIDE Our Top 5 picks of mobile plans Phone Plans On Optus Network Deals from big and small carriers including Optus Phone Plans Readers' most viewed Most viewed articles on Brisbane Times Top 5 Digital Life articles Telstra announces super-fast mobile broadband world first New iPhone, iPad iOS 9 software to speed up mobile web with ability to block ads iPhone 6s launch: Apple fudges all-important first weekend sales report Don't expect an NBN backflip under Prime Minister Turnbull A Samsung foldable smartphone could launch next year, say reports Most viewed articles on WA Today Top 5 Digital Life articles Telstra announces super-fast mobile broadband world first New iPhone, iPad iOS 9 software to speed up mobile web with ability to block ads Don't expect an NBN backflip under Prime Minister Turnbull A Samsung foldable smartphone could launch next year, say reports YouTube 'dancing baby' copyright ruling makes it tougher for music, movie indust ries to take down web postings Most viewed articles on The Age Top 5 Digital Life articles Telstra announces super-fast mobile broadband world first New iPhone, iPad iOS 9 software to speed up mobile web with ability to block ads iPhone 6s launch: Apple fudges all-important first weekend sales report Don't expect an NBN backflip under Prime Minister Turnbull Dislike? Facebook working on buttons other than 'like', Mark Zuckerberg says Most viewed articles on Canberra Times Top 5 Digital Life articles Telstra announces super-fast mobile broadband world first New iPhone, iPad iOS 9 software to speed up mobile web with ability to block ads 'Burning platform': ABC's Mark Scott says heat is on for Australian TV iPhone 6s launch: Apple fudges all-important first weekend sales report

A Samsung foldable smartphone could launch next year, say reports Most viewed articles on The Sydney Morning Herald Top 5 Digital Life articles Telstra announces super-fast mobile broadband world first New iPhone, iPad iOS 9 software to speed up mobile web with ability to block ads 'Burning platform': ABC's Mark Scott says heat is on for Australian TV iPhone 6s launch: Apple fudges all-important first weekend sales report Dislike? Facebook working on buttons other than 'like', Mark Zuckerberg says SMH Home NSW Politics World National Environment Business Digital Life Entertain ment Life & Style Travel Cars Exec Style Sport Weather Sydney Morning Herald Sitemap About Us Contact Us Support Advertise with Us AM Today Last 8 days Text Version Site Accessibility Guide Connect Mobile Site SMH for iPad Digital Edition RSS Facebook Twitter LinkedIn Products & Services Subscribe Manage My Subscription My Benefits Good Food Guide SMH Shop Newsletters Cracka Wines Classifieds Place an Ad Accommodation Cars Dating Jobs Property Price Data Real Estate Buy and Sell Tributes Celebrations Special Reports Fairfax Media Member Centre Conditions of Use Privacy Policy News Store Archive Photo Sales Purchase Front Pages Fairfax Syndication Fairfax Events Fairfax Careers Press Council

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