Marco Arment, the developer behind ad-blocking app Peace, may have pulled his creation from the App Store, saying its success "just doesn't feel good", but the ad-blocking wars are likely to continue in the wake of Apple's decision to allow the installation of ad blockers under its iOS9 operating system.

Peace was the number one paid app in the App Store when it was removed, but two of the mobile apps that Arment modestly suggested were "probably about to surpass Peace anyway" continue to ride high: Crystal (99 cent) invites downloaders to "block ads, browse faster", while Purify (€3.99) says Apple Safari users "deserve to Browse in Peace TM".

Many of the developers behind ad-blocking software say they are motivated by a desire to save users from an overcluttering of poorly designed online ads that interfere with web browsing and drain battery life. “Blunt” ad blockers also undermine many ad-dependent online businesses, with Arment the first high-profile developer in the game to conclude he was uncomfortable “being the arbiter of what’s blocked”.

So is there any fightback from the publishing industry on the cards? According to AdAge.com, global online trade body Interactive Advertising Bureau, better known as IAB, is "exploring its options".