![]() and have worked together for more than eight years. ![]() The oddly named Been Choice application was created by co-founders Dave Yoon and Sang Shin, who met at McKinsey & Co. The app is also concerning because it hides a paid surveys operation under the hood of an app promoting data privacy, which seems like a bad fit. In other words, time will tell whether Apple meant to allow such a thing or whether Been Choice getting the boot from the Apple App Store is only moments away. So while Apple may be catering to consumers’ growing disgust with invasive and disruptive online advertisements by supporting ad-blocking technology in its newly released mobile operating system, iOS 9, it seems that allowing an app like Been Choice to actually block ads in native apps – and in particular, Apple’s own News app – goes against Apple’s own best interests. Obviously, blocking ads in native applications could be disruptive to the primary way a number of mobile application developers make money today. To make this work, Been Choice offers a combination of a content blocker for Safari and a VPN service, the latter which allows it to filter out ad traffic using deep packet inspection. The app claims to block advertisements not only in mobile applications, but also in native mobile apps, including Facebook and even Apple’s own News application. It’s unclear if Apple is setting a precedent, or has only accidentally allowed the approval of a new app, known as Been Choice, into the iTunes App Store.
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