A new Apple patent, granted on Tuesday allows users to skip unwanted broadcast segments, including commercials and on-device content such as songs, podcasts and other media. It's another game-changer from the world's most valuable company. Apple doesn't make money from ads, unlike Google. Nor does Apple care if you skip songs on online radio or other platforms. Apple makes money from the sale of devices.
I predict that this will be another winner from Apple, but bad news for advertisers.
First came Tivo in the US and PVR in South Africa that allows viewers to skip TV commercials. Now we'll be able to Zap ads on other devices. I don't believe that people inherently hate ads, they hate bad, boring and irritating ads. The ball is firmly back in the creative department to come up with ads that people will actually want to watch or listen to.
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