The phrase identifies applications for Apple’s mobile operating system specifically designed to prevent advertisements from appearing while browsing the internet. These applications combine the functionality of a web browser with integrated ad-blocking technology. For instance, a user might choose a particular application to avoid intrusive banner ads and video commercials while accessing websites on an iPhone or iPad.
The importance of such software stems from several factors. It enhances the user experience by reducing distractions and loading times. Resource consumption, such as data usage and battery life, is also lessened due to fewer advertisements being downloaded. Historically, the demand for these applications has grown alongside the increasing prevalence of online advertising and user concerns regarding privacy and data tracking.