Jobs, speaking at the company’s California headquarters, said the iPhone 4.0 operating system available later this year – also available on iPads this autumn – will carry its new iAd mobile advertising platform, marking the firm’s foray into the burgeoning market.
iAds will allow applications developers to use advertisements in their apps, pocketing 60 per cent of the revenue. Apple will sell and host the ads.
Jobs criticised the current manner and look of mobile advertising, particularly search ads.
He promised that iAds will foster more engaging advertising that will not pull users away from the content within apps.