With built-in Adblock Plus functionality, Edge browser users on iOS will not need to download a separate ad blocking app, which may attract more users to Microsoft's browser. Adblock Plus can be enabled in Microsoft Edge's settings, with no add-on app required.
Google has built ad blocking into Chrome for Android devices, but it is somewhat limited and not available on iOS devices. As noted by The Verge, Adblock Plus is a more aggressive ad blocking option.
iOS Safari users can, of course, install one of several ad block apps available in the iOS App Store, but there is no native ad blocking functionality in Safari.
Adblock Plus is available in a beta capacity on both Android and iOS devices at the current time, with Microsoft planning to roll the feature out to all Edge for iOS and Android users in the near future.
Microsoft has made its Edge browser available across a range of devices, including iPhones, iPads, and Android devices in addition to Windows computers. The Edge browser includes syncing of favorites, passwords, and reading lists, along with a "Continue on PC" option for transferring what you're reading from the mobile Edge browser to the desktop.