Since Apple made it easier for developers to create ad blockers, blocker apps gained revenue in the App Store. Reports said this is an absolute danger for Google and web publishers.

In June, The Next Web reported Apple Inc. has provided tools for developers to create apps that block web ads. The tools are exclusively only for iOS9's default browser Safari.

Several developers had adopted Apple's API (Application Program Interface) including Chris Aljoudi in Purify. Though among others, Marco Arment, the app developer for Peace, created a global blast.

Peace has been number one on the App Store in the list of paid apps for just 36 hours.

But Arment requested to pull it out after two days from the AppStore. Apple issued refunds to all of its users who downloaded Peace.

Arment said in a statement from The Verge that although he considers Peace as a success, it doesn't make him feel good, "They [ad blockers] do benefit a ton of people in major ways, they also hurt some, including many who don't deserve the hit."

Marco Arment, who co-founded Tumblr, thinks ad blocker is a necessary tool. But he learned over the days that blocking ads is a kind of war that would hit both sides. For him, it must be prevented as much as possible, or if not, at least, it must not be celebrated.

All the same, still handfuls of ad blocker created from Apple's API are topping the AppStore list.

Equally, Fortune considers the issue as a major threat in the Internet industry. It would do a lot of damage for Google since 90% of its profit came from online ads. Not only that, online advertisements support the websites. Ads fueled the World Wide Web.

It seems Apple is declaring war over Google as it sets limitations on Safari browser. But generally, if the ads would continually be halted, independent web publishers will be ruined. Billions of people earning through online business will then be affected.