Apple Appears to Permit Google Ads Inside iPad and iPhone Apps

Apple Inc. doesn't appear to have barred Google Inc. and others from selling targeted ads inside iPhone and iPad applications, after implying several weeks ago that it might do so, according to the Wall Street Journal.

Software developers say their new and updated applications are getting approved by Apple, even though the apps are enabled to serve ads by third-party ad networks such as Google's Mobile Adsense and AdMob.

Every smaller firm that finds it has become a dominant firm, or is perceived as potentially dominant, will incure antitrust and other regulatory scrutiny. It might be that Apple and Google both must move more cautiously now that each is seen as reaching the threshold of dominance in existing markets that might be leveraged to attain dominance in new markets.

If the pattern continues, it will be good for advertisers, content owners and software developers, as they will have more freedom to pick their partners and keep more business leverage.