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In an un-hostile move, Apple has reportedly not banned its rivals, including Google/Admob, from putting targeted adverts in iPad and iPhone applications, as it had signaled it would.
Software developers seeking approval for their applications from Apple had reportedly feared they would face problems if their apps let third party ad networks tout their goods.
Some experts may find the move particularly perplexing as Apple launched iAds, which is unsurprisingly its own mobile-advertising service. iAds will allegedly work with brands to build interactive ads for to be displayed in its applications, charging marketers between $1m and $10m for the service, with around 60% destined to find its way into developers' pockets.
The company has previously ruffled advertising feathers after suggesting it would stop third party ad companies collecting data from applications, therefore making it harder for them to directly target consumers than if a brand was using iAds.
After much winging, the firm relaxed its terms in June but many still suspected Apple would block Google from showing ads in its app store, arguing Google does not provide independent advertising providers.
Perhaps Apple is simply worried about being too controlling as it is currently under informal investigation by the Federal Trade Commission. Or maybe the company is simply bullish about iAds' success. Apple reportedly said last month it has commitments for iAds above more than $60m for 2010 so far.
