Adblockers have been around for years, but I guess aren’t popular enough to create too much trouble. But with Apple cutting deeper into ads, will there be a tipping point, where suddenly website ads will be worthless? I don’t think so, but it certainly looks like they will be less valuable one day. But the web will adapt.

Paywalls largely have failed for news sites and such, but that’s because you can get amazing content for free elsewhere. If, in a doomsday scenario, sites cannot make money through advertising, then paywalls will be the norm, and there will emerge a readers’ equivalent of Netflix or Spotify to purchase the right to read content from lots of sources. If quality content can’t be found for free, people will complain for a bit, then happily pay for it.