Some apps, like Adblock Plus, are showing adverts that it deems "acceptable". These are adverts that companies are paying Adblock Plus for. So one aspect of this seems to be allowing a third-party to extract a fee from advertisers to allow their ads to be shown. Very few people are wholly comfortable with this system when they get to know of it.
It sounds like rather than getting control of content, we are just handing control to the Ad Block companies.
And Apple can happily continue to take a cut from advertising in its apps, while advertising on the web suffers. Some might suggest it's uncompetitive. Others might suggest it's a direct attack on Google.
How this will play out in the long run is anybody's guess. For the short term, at least, users are getting to enjoy the internet without ads... and essentially committing theft.
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