NEW YORK (TheStreet) -- With Apple (AAPL) planning to enable ad-blocking in iOS 9, the company's new operating system, S&P Capital IQ senior industry analyst Angelo Zino told TheStreet TV on Thursday the feature will help the company gain market share and keep its users happy.

Zino said at the heart of the move is consumer privacy and security -- something Apple wants its users to know is a top priority for the company. Privacy and security will be increasingly important when it comes to devices such as the Apple Watch, Zino said, which will make Apple privy to a lot of personal information about its users, especially about their health.

The ad-blocker, however, will weigh on publishers and other businesses that rely on online advertising, according to Zino, who said that we won't know its true impact on advertisers until we have more information about Apple's Content Blocking Safari Extensions.

In terms of what the ad-blocker will mean for Apple long term, Zino said the company is "preserving its ecosystem" and making sure that its users are happy as privacy and security become more pressing concerns.

Apple continues to gain share, Zino said, and he expects that trend will continue, especially as the company becomes a bigger player in the Chinese market where privacy is a big issue.

In late Thursday afternoon trading, shares of Apple changed hands at $128.82, down 6 cents.

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