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And yet Apple introduced a first-class ad blocking mechanism into iOS that even works in 3rd party apps (using SFSafariViewController). There are dozens of ad blocking apps available on the App Store, which are much more accessible to the average user than having to root your device and install apps that have full root privileges.

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Yeah, that's definitely a step in the right direction, I certainly wouldn't say that Google does nothing to protect their interests in advertising - especially given their recent actions on the Chrome store with AdNauseum.

However, what I'm trying to get at is that, for example on iOS you still can't block in-app non-Safari ads at all. On Android you can do that if you want to, and a lot more, you can also block specific connections, block device-specific identifiers, APN lists, accelerometers, wake state, etc - it's a better compromise for someone concerned about privacy than other platforms even with this considered right now.

I would guess that is because Apple doesn't rely on advertising revenue. If they block some ads they just hurt revenue for their competitors.

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