Wednesday 26 July 2017

Apple 4.0 update 'to introduce mobile advertising platform'

Apple is expected to reveal details of a new mobile advertising platform at its iPhone OS 4.0 event in San Francisco. Photo: Apple
Apple is expected to reveal details of a new mobile advertising platform at its iPhone OS 4.0 event in San Francisco. Photo: Apple

Claudine Beaumont

Apple could unveil its own mobile advertising platform later today, a move that would put it in direct competition with Google.

The mobile advertising platform could be used by developers who build applications for the iPhone, iPad and iPod touch to place adverts in and around their software.

Speculation has been growing for months that Apple would launch a mobile advertising solution to rival the AdMob platform run by Google.

In January, Apple acquired Quattro Wireless, a company that makes tools for embedding adverts in applications, for $275m (€206m).

Ironically, the move could help to diffuse a row between Google and the Federal Trade Commission in the United States.

The FTC is currently scrutinising Google's acquisition of AdMob, which it bought for $750m last year. The launch of a rival mobile advertising service by Apple would ensure competition in the market, dispelling some of the FTC's concerns about the AdMob deal.

Apple will also use today's event in San Francisco to outline some of the new features the iPhone 4.0 software update will bring to iPhone and iPod touch devices.

The update is expected to introduce multitasking to the iPhone, the ability to synchronise content over Wi-Fi, support for document and page printing directly from the device, the ability to better organise apps, and improved enterprise support.

Telegraph.co.uk

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