Even though mobile ads are quite lucrative, they are a major source of frustration of users who find their usage inhibited by persistent advertisements. Apple introduced some ad blocking features with the latest iOS 9 operating system and EE is now following suit. The move by Apple led to a surge of ad-blocking apps entering the iOS fray.
Disgusted with ads on your smartphone? Apple will sort it for you
It is being said that one such app, named Crystal, can not only block ads but can also increase the speed at which websites load by as much as four times, thus saving both time as well as cellular data consumption. Usually, only those ads are blocked which are considered intrusive and which do not let users read articles or watch videos by covering the entire display.
EE has a similar line of thinking. CEO Olaf Swantee says that not all ads are bad and they want to block ads that are "intrusive or crass" which can "drive people insane."