Apple Denies iPhone Developers From Creating Location-Specific Ads

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Date: Friday, February 5th, 2010, 07:59
Category: News

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In a recent update to its “News and Announcements for iPhone Developers” RSS feed, Apple both informed developers that they can use an upcoming framework in the iPhone OS SDK to determine the location of users, but cannot use this framework to craft location-aware ads to users of App Store software.

“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,” the update reads.

Per AppleInsider, Apple sought out mobile advertising firm AdMob, which was later purchased by rival Google. Apple later purchased mobile advertising firm Quattro Wireless, and intends to allow developers to easily integrate its own advertising solutions into App Store software.

Apple’s newly publicized policy on GPS data usage has led to some speculation that the company could retain location-aware advertising for its own, giving the iPhone maker a significant advantage over competitors like AdMob and Google. However, Apple has yet to formally roll out its own integrated advertising solutions, so whether location-based targeted ads would be a part of the network is unknown.

Apple has shown interest in expanding location-based services on the iPhone. One recent patent application described a dynamic home screen that would display specific applications automatically populated based on factors like the current location of the phone. For example, when traveling in San Francisco, a specific “San Francisco” icon could appear on the screen, and give users easy access to local weather, time, maps and contacts.

In addition, this week a new Apple patent application described a system for easily sharing a user’s current location with a contact in-call. Such a system would use the GPS data from an iPhone to allow two parties to efficiently meet one another.

If you have any thoughts on this, please let us know in the comments.

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