Apple explicitly allows and provides APIs to develop content blockers.
Apple does not allow content blocking through custom VPN implementations, seemingly because these a) introduce a performance impact, b) may be confusing for users as it’s abusing the point of VPNs, and c) may allow more easy abuse, as VPNs can do a lot more than just block content. This is what the article linked as evidence for Apple’s policy covers, and the statement provided by Apple, while not especially clear, does match up with this.
I think the title should be reverted to remove Apple, as they do allow ad blockers on the store (I personally use 1BlockerX https://itunes.apple.com/gb/app/1blocker-x/id1365531024?mt=8 )