While some of Apple’s announcements at WWDC 2015 were aimed at Microsoft, such as the multi-tasking interface on the iPad, some were aimed directly at Google’s jugular.
The stand-out feature, not really mentioned in the keynote, is the ability for Safari users on the iPhone to block ads by downloading scripts from the iPhone App Store.
Apple compiles the JSON scripts to byte code which then rapidly and efficiently filter html for images, cookies, scripts and other content, though the main application is expected to be ads.
Adblock is an increasingly popular activity, with more than 41 percent of 18- to 29-year-olds believed to be blocking online ads. Until now iPhone users could not block ads on Safari, and with Android users generated half of Google’s income.
By making it extremely easy to block ads Apple is basically destroying growth in Google’s ad business, where it generates 90% of its income.
With Apple making the majority of its money on iPhone sale it would of course be pretty happy to distract Google, but Google also competes aggressively with Microsoft, in areas ranging from their browser, laptops, office suites, cloud storage and more.
It is as much in Microsoft’s interest to kill of Google as Apple’s, and with Apple leading the way Microsoft has every excuse to implement a similar default ad block in their new Edge browser, for mobile and desktop.
While Google of course would hardly feel the 70 million Windows Phone users disappearing from their ad radar, the 30-50% of Internet Explorer users on the desktop would certainly crimp their style, and with Microsoft only having a 14% device usage share, and by some measures not even the most popular desktop browser, Google can hardly cry anti-trust foul.
Do our readers agree that its time for Microsoft to put away the kid gloves? Let us know below.