Let's take a look at Apple's iAds strategy. Apple's mission is to make the iPhone OS the de-facto standard in mobile computing. In keeping with their past, and in direct contrast to Google, Apple is winning with a closed approach due to their ability to deliver superior user experiences for consumers and, as importantly, developers. iAds is consistent with these core principles.
iAds will not allow click offs to transactional websites. Clicking through on iAds will launch the advertiser content, which essentially takes the form of mini branded applications in their own right, featuring video, games, and other interactive content. By leveraging it's core competencies, strategy and Quattro acquisition, Apple appears to be catering primarily to brand marketers. The focus on emotion is very different than Google's approach which is centered on delivering simple solutions for quantitative focused, direct response advertisers. iAds also won't solve the App proliferation problem for developers or users. Hopefully Apple will now turn it's focus on building a better App search engine/directory coupled with direct response sponsored ads which would provide value to users, developers and direct response marketers. I still have many questions about iAds. Please help me answer the following questions by commenting below.