Filtr is a new privacy-focused tool designed to reduce ads and tracking across Apple devices, including iPhone, iPad, and Mac. Unlike traditional ad blockers that only work inside web browsers, Filtr extends protection into many apps, offering a more complete way to limit unwanted ads.
While ad blockers are already widely used for safer and cleaner browsing, they usually cannot stop ads that appear inside mobile apps. Filtr aims to solve that gap by working at the system level, blocking ad-related network requests before they even load.
The tool was created by developer Kaylee Serena Calderolla, who is also behind the Safari ad blocker Wipr. Wipr removes ads from web pages in Safari by stopping both the ads and the tracking scripts that follow user activity online.
Filtr is offered as an extra paid feature within Wipr and builds on its existing privacy tools. It takes advantage of a new feature in iOS 26 and macOS 26 called URL filtering, which allows apps to block connections to certain web addresses directly at the system level instead of only inside a browser.
This means Filtr can block ad requests not just in Safari, but across a wide range of apps on Apple devices. When active, it prevents many ads from loading at all, while in some cases leaving blank or grey spaces where ads would normally appear.
The system works using a constantly updated blocklist maintained by Calderolla. A lightweight list is stored directly on the device, while more detailed checks are handled through secure servers when needed. Apple’s infrastructure helps route these checks privately, so app developers cannot see who is making requests.
The goal is to make the process seamless for users. Once set up, Filtr runs in the background without requiring constant adjustments, giving users a quieter, less cluttered experience across their devices.
However, the tool is not perfect. Some ads that are built directly into certain apps, such as Facebook, Google, or Reddit, may still appear because blocking them completely could disrupt how those apps function. In other cases, Filtr may partially block or limit these ads depending on how they are delivered.
Even with these limitations, the tool significantly reduces exposure to advertising networks across Apple devices, especially when compared to standard browser-only blockers.
Filtr is currently available as part of a subscription model, costing about $5 per year or a one-time lifetime purchase option of $25, added on top of the existing Wipr app pricing.
