A new distraction control feature is coming to iOS 18 beta, but it’s not an ad blocker

A few months back, reports surfaced about Apple testing a Web Eraser tool designed to remove specific parts of a webpage, such as banner ads, images, or text. This feature was anticipated to debut at WWDC 2024 and be included in the initial beta updates for iOS 18. However, it faced significant opposition from online publishers who perceived it as an ad blocker. Notably, a group of French publishing associations sent a letter to Tim Cook, voicing their concerns about the potential negative impact on online publications.

Due to this backlash, Apple decided to delay the release of this feature. When it finally did launch, Apple made efforts to distance it from the negative connotations associated with the Web Eraser tool. The feature was renamed Distraction Control and now displays a pop-up message upon first use, clarifying that it does not block ads. This strategic move was intended to reframe the feature as one that merely removes unwanted elements from a webpage, rather than acting as an ad blocker.

In addition to the name change and the informative pop-up, Apple has also provided users with a direct option to report any issues with the Distraction Control feature. To utilize Distraction Control in Safari, users can access the Page Menu and select “Hide Distracting Items.” They can then choose the area of the webpage they find distracting and wish to hide, and finalize the process by tapping “Hide” and “Done” in the top-right corner.

One of the primary use cases for this feature is to eliminate annoying pop-ups that appear on various web pages, including cookie banners or GDPR notices. However, it’s important to note that using this feature on such pop-ups is equivalent to closing the banner without selecting an “Accept” or “Decline” option. While it can temporarily hide ads on a webpage, these ads will reappear upon refreshing the page or reloading it, as the feature’s effect is not permanent. This temporary functionality applies to all elements on a webpage that change regularly.

Additionally, the settings for Distraction Control are device-specific and do not sync across different devices. For example, if you use this feature on a webpage on your iPhone, it will not affect the same webpage on your MacBook, requiring you to hide elements on each device individually.

Users can select “Show Hidden Items” from the Page Menu to view the items they have hidden once more. As of right now, the fifth developer beta of iOS 18, iPadOS 18, and macOS Sequoia all support distraction control. Later this month, public beta testers should get access to it; the next month, a general release is scheduled.