Mac computer users will be able to block videos from playing automatically on the upcoming version of Safari, an Apple executive announced Monday at the annual Worldwide Developers Conference.
The feature is one element of Apple’s updated operating system, called High Sierra, Senior Vice President Craig Federighi told the audience in San Jose. The update will replace the MacOS Sierra system that runs on millions of laptop and desktop computers.
Company executives also announced Monday that Apple Pay will soon allow person-to-person payments through the Messages app on iPhones. Apps from PayPal, Venmo and others already allow people to transfer money digitally. The feature will debut as part of the iOS 11 platform that powers iPhones and iPads.
The autoplay blocker will likely prove popular with users who get annoyed by videos that instantly begin when a webpage loads. But it could hamper businesses, like this website, that generate revenue via video views.
The latest system will also feature enhanced browsing privacy that will limit ads that pop up based on a person’s search history, Federighi said.
Google, one of Apple’s chief competitors, has also been working on ad-blocking technology. The company intends to introduce a new version of its Chrome browser next year that will prevent ads that interfere with users’ experience from appearing on certain websites, the Wall Street Journal reported last week.