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Do you mean Apple's own apps or third-party ones?

I'm not sure in-app ads should be completely blocked, but there should be strong policies around what is allowed, and possibly an approval scheme for ads just like there currently is for apps. Also, a paid tier that removes all ads should be mandatory if an app has any kind of ads in there.

All I expect is if Apple does any sort of blocking of web based ads, I would expect the same treatment in App Store apps. Without that, the web would be dead on iOS.

Or—novel idea here—offer an actual choice and get user approval.

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