Seems inevitable. CPMs drop, buyers get desperate, ad units get invasive. Consumers hate invasive. Ad blockers emerge as a relevant biz category, so there&#x27;s money to be made.<p>To Apple, by allowing ad blockers (and other Safari filters I presume), they can deliver better experience on those gross websites, and make a little money for a new category of apps (similar to the keyboard app stuff). Conveniently, this hurts web-based publishers, but hey, it&#x27;s what the users are screaming for, and everybody else does it.<p>Developers think: oh great, something new to sell. Apple does want us to have control! And to think it only took 9 years.<p>Publishers, seeing a progressive drop in numbers, must explore other models. Apple News will probably feature micropayments of some kind which would be very convenient.<p>I can&#x27;t see how any of these trends can be reversed, unless micropayments on the open web somehow caught on. With Bitcoin&#x27;s endless drama that seems unlikely. Can you see any other conclusion?