According to Digital Trends, leaked builds of Samsung’s upcoming One UI 8.5 user interface reveal a new feature called “Block apps with excessive ads” within the Device Care section. This system-level tool automatically identifies apps that send frequent ad notifications and can put them into deep sleep or block their notifications entirely. It offers two modes: “Basic blocking” for known ad-heavy apps and “Intelligent blocking” that uses on-device analysis to detect ads dynamically. The first public beta is rumored to start rolling out on December 8 in selected regions including the United States, the United Kingdom, Korea, and Germany. If it works as described, it could dramatically reduce notification spam and improve overall battery life and performance for users.
A system-level solution
Here’s the thing: this is a fundamentally different approach. Android has had notification controls forever, but they’re manual and buried in settings. Samsung‘s own existing feature only works on a per-app basis if the developer allows it. This new tool? It’s proactive and system-wide. It doesn’t ask for permission. That’s a huge shift in power from the app developer back to the user and the device manufacturer. Basically, Samsung is using its control over the OS to police bad behavior that Google’s Play Store has, let’s be honest, been pretty lenient on.
The potential pitfalls
But I have questions. How smart is “Intelligent blocking,” really? Notifications are a core function for many legitimate apps—banking alerts, messaging, delivery updates. The risk of false positives, where a crucial notification gets mislabeled as an ad and blocked, is very real. And what defines “excessive”? That’s a subjective line. Will developers just find new, sneakier ways to push ads through channels this blocker can’t touch? Probably. There’s also a philosophical debate here: if an app is free and ad-supported, is aggressively blocking its revenue stream fair? Or is it a justified response to abusive practices? Samsung is walking a tightrope.
A broader industry shift
This feels like the start of something bigger. If Samsung’s feature is successful and popular, other Android OEMs will absolutely follow suit. We could see ad-notification blocking become a standard marketing bullet point, a competitive necessity in the smartphone spec sheet. That would force a massive rethink for developers of free, ad-supported apps. The era of bombarding users with notification spam to drive engagement might be coming to an end, not because of a store policy, but because the operating systems themselves are finally fighting back. It’s a fascinating power play.
Should you get excited?
Look, for the average user drowning in spammy game ads and “special offer” pings, this sounds like a godsend. The potential for a cleaner, quieter, and longer-lasting phone is real. But temper your expectations. First betas are notoriously buggy, and this feature will likely need refinement. The December 8 rollout is just a rumor for a beta in select countries. A stable global release is likely months away. Still, the intent is clear and hugely welcome. Samsung isn’t just adding another setting; it’s declaring war on a core part of the crappiest free-app experience. And that’s a war worth watching.
