Apple has launched its new feature for Safari 18, called Distraction Control, which replaces the earlier known Web Eraser. This update allows users to selectively hide unwanted elements on webpages.

With the release of the fifth developer betas for iOS 18, iPadOS 18, and macOS Sequoia, Apple introduced Distraction Control, a tool designed to help users minimize distractions by temporarily removing various page elements. While the feature is new, it was anticipated following an exclusive report by AppleInsider in April 2024, which revealed Apple's development of an in-house content blocker for Safari 18.

Initially known as Web Eraser, the feature had been functional months before the beta versions of iOS 18.0 were released. However, it was notably absent from the early developer betas and wasn't featured at Apple's WWDC event in June 2024. This delay and rebranding were likely influenced by backlash surrounding Web Eraser.

The controversy began when the UK's News Media Association and a group of French publishers criticized Web Eraser. They argued that it functioned like an ad blocker, potentially undermining content creators' ability to fund their work. The News Media Association's chief, Owen Meredith, condemned Apple's decision to develop Web Eraser without consulting publishers, claiming it could significantly impact how content is displayed on Apple devices.

On May 29, French publishing associations warned Apple CEO Tim Cook that Web Eraser could jeopardize 100,000 jobs in France and raised legal and editorial concerns. The letter was also sent to key French and European officials, amplifying the issue.

In response to the backlash, Apple rebranded Web Eraser as Distraction Control and adjusted its presentation. The feature now includes a new pop-up message in the fifth developer beta of iOS 18, clarifying that it is not an ad blocker. Users can activate Distraction Control from the URL bar, where they can choose to "Hide Distracting Items" using a crossed-out eye icon.

The initial Web Eraser button, which had a stylized eraser icon, was replaced with this new terminology and visual design to distance the feature from earlier negative perceptions. The pop-up message highlights that Distraction Control will not permanently remove ads or frequently updating content but will hide distracting elements like images, text, and banner ads.

Despite the rebranding, Distraction Control retains much of the functionality of Web Eraser, allowing users to manually select which page elements to hide. The feature aims to enhance user experience by reducing visual clutter while avoiding automatic ad-blocking capabilities.

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