The new beta feature developed by Apple for its Safari browser can block some elements on websites. However, this feature does not block advertisements, unlike what it used to be able to do before.

According to AppleInsider’s report, this new feature named “Distraction Control” is included in the developer betas of iOS 18, iPadOS 18 and macOS Sequoia. The feature is not yet available in the public beta version.

According to information shared on Reddit, users can choose which parts of websites will be hidden through the Page Menu and Smart Search. This will avoid seeing distracting elements such as newsletter registration forms or cookie notifications on their subsequent visits.

The feature has some limitations too. For instance, it only works with static elements and is not cross-platform compatible. Furthermore, dynamic contents like video pop-ups will not be blocked.

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In May, AppleInsider claimed Apple was working on a tool called “Web Eraser”, a tool supported by artificial intelligence, which could also block advertisements. However, apparently Apple elected not to include an ad-blocking feature in this new version, particularly following protests from the newspaper industry association in the UK.

While Apple’s decision will be a relief for publishers who depend on ad revenue, it could be disappointing for some users. It is a matter of curiosity how the company will develop this feature in the future and what its stance on ad blocking will be.