Apple hopes to keep mobile advertising all to itself

Posted by Emma Woollacott

Apple has told developers that they cannot use location-based services to deliver advertisements to the iPhone, iPod touch and - when it appears - the iPad.

The compay's Core Location framework allows location-based apps such as information on local weather, restaurants and so on.

But the company is now warning developers that apps will only be accepted if they offer 'beneficial' information.

A message on its developers' news page  reads: "If your app uses location-based information primarily to enable mobile advertisers to deliver targeted ads based on a user's location, your app will be returned to you by the App Store Review Team for modification before it can be posted to the App Store."

Call us cynics, though, but we're not sure Apple is doing this just to protect its users from nasty junk ads.

After all, Apple's beleived to have had a good shot at buying AdMob before Google actually did. When that acquisition fell through, it snapped up mobile ad company Quattro instead.

It's filed patents  for location based services including providing "information corresponding to one or more relevant businesses in a vicinity of the determined current geographic location."

The mobile advertising market is expected to be worth a whacking $3.1 billion by 2013, according to the Kelsey Group.