Remember why Tivo was invented? Looks like we’ll now need the equivalent of a Tivo to skip embedded advertising popups that simply will not go away until you acknowledge them with a click. Certainly that’s an Apple App waiting to be invented, yes?

Don’t count on it. The evil feature was created by Apple CEO Steve Jobs himself. Of the five inventors listed on the patent application, his name comes first. The application would post popups on anything that has a screen: phones, TVs, games, media players – if it has a screen the ads will appear, and they will not go away until you actively do something about them.

Randall Stross, writing in the Digital Domain column of the New York Times, describes the technology: “Its distinctive feature is a design that doesn’t simply invite a user to pay attention to an ad — it also compels attention. The technology can freeze the device until the user clicks a button or answers a test question to demonstrate that he or she has dutifully noticed the commercial message. Because this technology would be embedded in the innermost core of the device, the ads could appear on the screen at any time, no matter what one is doing.”

In other words, you are now utterly at the mercy of the advertiser.

As Stross explains it, “What the application calls the “enforcement routine” entails administering periodic tests, like displaying on top of an ad a pop-up box with a response button that must be pressed within five seconds before disappearing to confirm that the user is paying attention.”

Or, to put it crudely, Apple holds you down while the advertiser inserts its ad. And there’s no app to prevent it.

Stross wonders aloud if the invention could be a big turnoff even for fanatically loyal Apple lovers: “Would anyone have guessed that Apple, so widely revered, would seek patent protection of a gimmick not unlike one used to sell vacation timeshares?”

For details, read Apple Wouldn’t Risk Its Cool Over a Gimmick, Would It?

Richard Curtis

Every Blogger owes a debt of gratitude to newspapers and magazines. This posting relies on original research and reporting performed by The New York Times.