It&#x27;s an aggressive strategy.<p>Apple is only blocking internet ads, not in-app ads, which makes it obvious that they&#x27;re targeting content creators to push them to either Apple newsstand or iOS apps, where Apple gets a cut of the ads.<p>It&#x27;s disappointing because  Apple is using their mobile marketshare to attack and fragment the open web.  Users either don&#x27;t understand or don&#x27;t care because they have cognitive bias towards ads to begin with - e.g. people only attribute negative ad experiences to ads, never good experiences (w&#x2F; few exceptions like the superbowl).