$60m iAd shows that Apple is finally a media owner

It’s been coming for ages of course but Apple is now a fully-fledged media owner with claimed orders of $60m (about half of US total mobile ad expenditure) for its iAd system, set to launch when the new iPhone 4 launches in July.

AT&T, Best Buy, Chanel and Unilever are among the advertisers already signed up.

With the new system users will be able to stay in their chosen app even while viewing or responding to the ads.

Apple boss Steve Jobs says the extra revenues this creates will help developers produce even more and cheaper ad-friendly apps and he’s probably right. It won’t do Apple any harm either of course.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.