Apple’s platform control over mobile web advertising was genuinely popular with users

Evidence

The web, in theory, belongs to everyone, so no one likes an 800-pound gorilla telling them what to do there. But while Apple could be constitutionally controlling to a fault, in this case the wish to control the experience of its iPhone and iPad was a popular one. For as Apple had noticed, thanks to out-of-control advertising the mobile web was burning through the data plans, the battery life, not to mention the attention that all rightly belonged to its users, and violating their privacy for good measure. As the owner of the platform, and a company with no qualms about throwing its weight around, Apple was in a position to do something about the mobile web. Few who weren’t attention merchants had cause to complain. — Tim Wu, The Attention Merchants, 1120

Categorization

• XREF: Connects to the broader platform-governance literature and to how control of user experience justifies monopolistic platform power. — connects to: Some pre-web advertising was genuinely valued by consumers — Tim Wu, The Attention Merchants, 886; Apple’s privacy stance doubled as an attack on competitors’ ad revenue; Apple’s iOS 9 adblocking support drove mass adoption by millions of Americans — Tim Wu, The Attention Merchants, 1124