On Jan. 5, news broke that Apple
It's no surprise to see Google
I believe the motivation behind Apple's acquisition of Quattro Wireless is a desire to maintain as much control over the iPhone and App Store as it can. Apple, after all, has a history of maintaining tight control. Unlike PC market rivals Microsoft
By acquiring Quattro Wireless, Apple will have a horse in the mobile advertising race, and will exert influence over the advertising that will be an inevitable part of any iPhone (or tablet) user experience. It might even unleash its famous creativity on an industry heretofore known more for its annoyance. If the mobile ad market lives up to industry expectations, Quattro Wireless should provide Apple yet another growing revenue stream, but even if the acquisition is a veritable home run, Apple will never be an advertising company. Down to its core, it will continue to be all about consumer hardware and software experiences -- experiences that it controls.
More on Apple and the mobile market: