Hide and Seek

My favorite new iOS 9 feature, by far, is the ability to add content blockers to block ads, tracking scripts, and other privacy-invading and bandwidth-hogging nuisances on the web. This market will develop quickly, but an early contender is Hide and Seek:

With both Google and Microsoft, if you’re logged into one service, you’re logged into all of them. For example, if you use Gmail on the browser, you become automatically logged in when you use Google search. This means that Google can (and does) associate your search query with your Google account. To counter this, you can use Hide & Seek to hide your identity in Google search, while still staying logged into Gmail.
Before using Hide & Seek, you’ll have to decide which Google and Bing services you’d like to use logged out. Then, configure Hide & Seek to hide your identity in those services. After that, you can search as usual and your searches will be performed as a logged out user. You can simultaneously use other Google or Microsft services (like Gmail or Outlook) in other tabs as a logged in user.

We push out AdBlock to all of our business customers who use Google Chrome, as it makes web browsing easier and safer. Having the same option on our iPhones and iPads will be game-changing for users and publishers alike. Here's a more in-depth look at the history of ads on the web and the future for publishers, as well as a running list of iOS 9 content blockers.