With iOS 18, Apple introduces 'Hide Distracting Items,' but it's not an ad-blocker. Instead, it only hides static elements, leaving dynamic ads visible.
Apple's new feature faced backlash from organizations worried it might hurt their revenue, illustrating the tension between user experience and the financial viability of free content.
The new feature might help reduce annoyance from static elements like sign-in prompts or newsletter sign-ups, but it is unlikely to solve the broader ad fatigue.
While hiding static distractions is a step, it fails to address the bigger dynamic elements that users often find troublesome, such as ever-reloading ads.
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