updated 07:05 pm EDT, Tue April 6, 2010
Apple to use iPhone 4 as start for ad system
Apple's planned mobile ad system should be a part of what it shows at Thursday's iPhone 4.0 event, a leak asserted Tuesday night. The platform, which may not be called iAd as rumored, should have its first details discussed in addition to features of the next mobile OS. Features of the platform weren't part of AllThingsD's escaped details.
It's speculated that Apple may have to make its ad platform non-exclusive and allow Android or other platforms to carry ads. Its ad system would be launching just as calls have been made for an investigation into Google's AdMob deal and might necessitate proof that Apple won't limit advertisers to iPhone OS if they instead want to switch to Android. FTC regulators have previously been rumored to have concerns about Google limiting AdMob to Android on mobile hardware.
The Apple-made ad system is known to be a hedge against the Google deal that would prevent it from getting too much control over how revenue is made on the iPhone. It also serves as an indirect form of retaliation against perceived slights by Google for the creation of Android and its increasing use of Apple-like features, such as multi-touch on certain Android 2.x phones.
Despite the ad rumor, the iPhone 4.0 gathering is still poised to center almost exclusively on new software features, which could include multitasking, a basic file system and other interface-oriented improvements.