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A shopper tries out the Apple iPhone 6 at the Apple Store on the first day of sales of the new phone on Sept. 19, 2014 in Berlin, Germany.
Sean Gallup—Getty Images

The next version of Apple’s iPhone software will allow adblocking on the device’s Safari browser, according to Apple’s iOS developer library.

It’s the first time Apple’s mobile browser will allow adblocking extensions, which over 100 million people already use on their desktops, Nieman Lab reports. The new content blocking extensions, arriving alongside other new features revealed this week at Apple’s 2015 WWDC, will be a relief for iPhone and iPad users annoyed by pop-ups, cookies and images — many of which can drain valuable battery life.

Still, some observers point out the Safari adblocker could be a major blow to mobile advertisers, particularly publishers, the bulk of whose audiences are increasingly on mobile devices. Apple has yet to announce whether the adblocking extension will remove all ads, but the fast-rising popularity of mobile adblocking — one for Android phones made by third-party developers debuted last month — surely spells some big changes in the mobile browsing experience.

[Nieman Lab]

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