Apple Unveils Thanos-Inspired Ad-Blocking Feature, 'Distraction Control'

Apple has introduced a new feature called Distraction Control in the latest developer betas of iOS 18, iPadOS 18, and macOS Sequoia. Similar to the iconic Thanos snap from the Marvel Universe, this feature lets users remove unwanted elements from web pages with a single tap.

Distraction Control allows users to control their browsing experience by hiding distracting elements such as intrusive ads, cookie banners, and even specific sections of websites. Using an animation reminiscent of the power of the Infinity Gauntlet, selected elements disappear from the screen, providing a cleaner, more focused reading environment.

While the feature is touted as a potentially game-changing solution for online users frustrated by cluttered websites, Apple says it’s not a full-fledged ad blocker. Distracting elements hidden using Distraction Control will reappear over time, and the feature doesn’t sync across all devices.

Despite these limitations, early user feedback has been overwhelmingly positive, with many excited about the potential for improved readability, reduced page load times, and improved privacy by limiting exposure to tracking elements.

Cons (for now): Users will have to manually select which elements to hide, and effectiveness against dynamic content, such as constantly changing ads, may be limited. Removing some elements could have an unintended impact on website functionality or user experience in some cases.

More here.