In fiscal 2010, Apple ramped up its ad spending growth ten times higher than in previous years, but the company's revenues growth still dropped the overall ratio of its earnings that it spends on advertising.
Apple's new iAd mobile advertising service is poised to take 21 percent of the U.S. mobile advertising market by the end of 2010, giving the company a market share tied with Google and three times larger than Microsoft.
After acquiring Quattro Wireless and converting its conventional mobile ad banner network into the immersive, app-embedded iAd experience, Apple appears set to expand its creative staff in new job postings.
Millennial Media, the largest independent mobile adverting network, has released figures for July showing Apple leads mobile devices in general with its iOS platform and smartphones in particular with iPhone.
Apple's iAds for its iOS mobile operating system could have an advantage over competing advertising networks in creating targeted ads, due to extensive data found in users' iTunes, App Store and iBooks purchases.
Apple instituted new rules in its iPhone 4 SDK designed to protect user privacy, but the company may not yet be enforcing those rules as they appear to apply against competing ad networks such as Google's AdMob.
AT&T has begun shipping iPhone 4 preorders to customers who ordered through the wireless carrier, while the first applications supporting Apple's iAd mobile advertising network are now available with placeholders where the ads will appear when the service launches.