I came across some interesting news this week whilst previewing some of the new features that will be available to owners of Apple’s iPhone, iPod Touch, and iPad later this year as part of the OS4 upgrade. See preview information here:

iPhone OS4 overview: http://www.apple.com/iphone/preview-iphone-os/

iPhone OS4 Keynote speech: http://www.apple.com/quicktime/qtv/specialevent0410/

I own an iPhone and can’t wait to get my hands on the upgrade. However what stood out the most of all the new features is iAd. This is Apples planned in-app advertising platform similar to Googles Adsense. At the moment AdMob (owned by Google) is the main distributor of mobile adverts and can be seen on most of the free iPhone apps/games and specially formatted mobile websites.

Considering Googles dominance in internet advertising both on normal and on mobile devices, Apples entrance signifies great confidence in their own offerings, and I don’t blame them! Their iAd platform will tie in directly with their already impressive iPhone development kit and will offer developers higher levels advert control. Additionally developers will receive a generous 60% commission instead of Googles mysteriously calculated and ever changing one. The appeal of using iAd already marks a grim future for Google Ads within iPhone/ iPad and iPod apps.

Given Googles recent mobile phone endeavors à la Android (the open source mobile OS) and this years launch of the touch screen ‘Google Phone’, Apples move is obviously a retort; the beginning of a Apple vs Google War!

With thier newborn, the iPad, Apple are already making promises of a new mobile gaming and internet lifestyle (one which they intend to lead). Dependant on the success of the iPad in the coming months I don’t see Google letting them do this quietly! Things couldn’t be better for iPhone developers right now. New toys on the horizon and the potential for Ad price wars!

Lets see what happens. With both giants attempting to outdo the other at their own …’games’ things are about to get exiting!

Related Info:
If you are interested in iPhone development, you may be interested in iFund. This initiative was launched a few years ago with great success. They have financial support to start ups such as Shazam, Cooliris and Zynga mobile. Now with an increased fund of $200M they are looking to invest in another wave of innovative ventures for iPhone and now for the iPad. The below launch vids are worth taking a look at:

And just incase you feel you’re missing out on the poem:

For more info on iFund see: http://www.kpcb.com/initiatives/ifund/index.html