Why the ad-blocking arms race will never end

Ever since Apple let slip in June that the latest version of its operating system for iPhones and iPads would enable ad blocking, the discussion of the looming apocalypse for ad-dependent publishers has been impossible to avoid – unless you’ve installed ad-blocking-discussion-blocking software, of course. A study released in August showing growing use of ad blockers on computer Web browsers also fanned the flames, but the fear that the practice is about to engulf the much-faster-growing mobile world is most intense.

Now the adblockalypse would appear to be upon us, with iOS9 installed on more than half of Apple mobile devices and an ad-blocker called Crystal atop the paid-download list in Apple’s App Store.