The next version of Apple’s mobile-operating system, due out as early as next month, will let users install apps that prevent ads from appearing in its Safari browser, reports The Wall Street Journal.

The WSJ report also stated that putting such “ad blockers” within reach of hundreds of millions of iPhone and iPad users “threatens to disrupt the $70 billion annual mobile-marketing business, where many publishers and tech firms hope to generate far more revenue from a growing mobile audience. If fewer users see ads, publishers—and other players such as ad networks—will reap less revenue.

“The move also is a competitive weapon against Apple rival Google Inc., which makes more money from Internet advertising than any other company in the world.”

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