Apple will allow ad blocking software to be used in Safari for iOS for the first time when it rolls out iOS 9 to iPhone and iPad users over the next few days.
The extensions will be available as apps from the App Store, working in much the same way as third-party keyboards do on the iPhone.
It could mean web pages load quicker and battery life is improved, an issue Apple has been grappling with ever since it first launched the iPhone back in 2007.
The new iPhone 6S is said to have a smaller, but more efficient battery than previous models.
Ad blockers are already popular on desktops, but with iOS handling more than half of mobile web users according to recent research by Pagefair, the move is likely to be a big concern for businesses.
Advertising insiders say it could seriously harm small and medium-sized media outlets especially.
The news comes as the dedicated AdBlock Plus browser launches in the App Store and Google Play. The browser is expected to be a hit among those who hate having their web experience slowed down by ads.
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