Apple Chairman, Jobs, has announced that Apple is moving into the advertising business, in a move that will shift marketing dollars from media companies and Google to Apple.The new platform will be called iAds. Jobs said: “We think most of this mobile advertising really sucks and we think we might be able to make some contributions.”
iAds allows for adverts to run inside mobile apps, allowing users to view interactive video content without leaving the app. Jobs said Apple would keep 40 per cent of the revenue from iAds, which he said would “deliver emotion” as well as interactivity.
The announcement was made at the same time that Apple announced a new 4.0 operating system for the iPhone.
Other features, comprising what Jobs described as seven new “tent pole” features for the OS, included the addition of Apple’s bookshop, iBooks, a gaming platform – called Game Centre – that allows people to challenge their friends, and a unified email inbox, allowing users to bring multiple email accounts to one place.
Ernest Doku, of mobile price comparison website, Omio.com, said: “With OS 4.0, Apple has finally addressed the issue that many iPhone users have been clamouring for by unveiling multitasking. Also, the introduction of the iBooks Store and Game Center network turns the iPhone and iPod touch into a portable e-reader and a fully fledged online gaming machine, broadening the appeal of the Apple’s handset beyond mere communications.”