Apple announced Monday that it would be adding a new feature to its Safari browser that will block any video content that opens and starts automatically.
Along with another introduced function that stops websites from tracking your browsing history, the auto-play blocking feature will presumably be appreciated by consumers who often become frustrated from videos that open without their direct consent or warning. On occasion, videos will struggle to load, slowing the computer down to the point where the whole browser crashes.
While the feature is employed on the computer, the content will remain paused until the user selects the un-pause option, according to multiple reports.
Senior Vice President of software engineering Craig Federighi introduced the capabilities during the tech conglomerate’s annual Worldwide Developers Conference (WWDC). The updates are available when the next public update to the macOS desktop operating system launches in late June.
The move is an apparent attempt to have Safari become a more popular default browsing platform. (RELATED: Apple Targets Google In New Ad Campaign)
Chrome dominates the market with 44.5 percent of users saying they use the Google software, according to a report cited by ZDNet. Roughly 25.4 percent said they use Apple’s Safari, and 15.5 percent responded to the poll with Microsoft’s Internet Explorer. Firefox and Edge came in fourth and fifth with 7.4 percent and 3.5 percent, respectively.
But by helping to end one of the most annoying aspects of the internet, Apple may in-turn may be helping to end a highly enthusiastic relationship with the advertising industry. (RELATED: FCC Wants To Get Rid Of One Of The Most Annoying Things In The World)
Marketers typically dislike any form of ad blocking technology because it curtails the inherent goals of gaining publicity and promoting their product or cause.
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