Apple (NASDAQ:AAPL) generally has success with nearly everything it does. But the company's mobile advertising platform, iAd, is one case where it came up short. That's why the company is reportedly giving up control over selling, creating, and managing ads through iAd, and will instead let publishers manage the process.

The move comes as Apple only earned about 5% of all mobile display advertising revenue in 2015, according to eMarketer. Meanwhile Google took 9.5% and Facebook grabbed nearly 38%. While iAd isn't going anywhere, Apple is letting the platform exist on its own -- which is likely better for everyone involved. Click on the video below to learn more.