Apple Wants to Control Advertising on Its Turf

By Don Reisinger  |  Posted 2012-08-07 Print this article Print

5. Apple€™s lawsuits revolve around Android

It can€™t be said enough that a key component in Apple€™s decision to drop Google apps from iOS 6 could be its ongoing litigation with Android vendors. Apple doesn€™t want to look like it€™s playing both sides by offering the same native applications as Android. But by offering not one, but two, Google applications in iOS, it might make some juries believe Apple doesn€™t have quite as big of an issue with Android as it seems to suggest.

6. Could Apple be lining up a Google lawsuit?

It€™s impossible to discount the possibility of Apple preparing a lawsuit against Google. After all, Apple could win a landmark ruling in its Android fight with Samsung, and if that happens, it could take the battle to Google€™s doorsteps. Partnering with the company now would make that a bit more difficult.

7. Mobile advertising is coming on strong

Mobile advertising is the often-forgotten culprit in many of the poor decisions companies make with their operating systems. Apple realizes that the future of the mobile space will revolve around intra-app ads, and it might not want to give Google two places to use AdMob to rake in some cash from every iPhone and iPad owner out there.

8. Apple wants to leverage revenue opportunities

With the thought of mobile advertising in mind, Apple might just want to make some cash itself. Thanks to its iAd platform, Apple could conceivably integrate ads into its Maps application and any program it might use to replace YouTube. Apple€™s revenue opportunities might even extend beyond advertising to other options, like virtual goods or company lists in Maps. Don€™t underestimate the revenue-seeking efforts behind Apple€™s decision to get rid of Google.

9. Don€™t forget Apple€™s penchant for control

If there is anything Apple is known for, it€™s control. The company hates allowing other companies to impact the overall usability of its operating systems. As a result, Apple might have finally decided that all native applications running in iOS 6 should come from its own developers. If owners want anything else, they€™ll have to go to the App Store to find it. For Apple, its decisions often revolve around control. And this might just be another one of those decisions.

10. An iOS 5 nixing would have been a bad idea

Apple€™s decision to ditch Google apps in iOS 6 might have as much to do with hardware as software. If Apple got rid of two popular mobile applications in iOS 5 and launched the barely updated iPhone 4S at the same time, critics would have hit it hard. But now that Apple is expected to launch a major iPhone hardware update this fall, the lack of a few popular competing apps might be overlooked. It€™s an interesting move on Apple€™s part.

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Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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