What's really interesting in this move is that an Apple-based ad platform would simplify things a lot for mobile developers: one partner, one financial statemen

What's really interesting in this move is that an Apple-based ad platform would simplify things a lot for mobile developers: one partner, one financial statement, one source of revenue. Every time you add an external partner (e.g. Apple, AdMob, Urbain Airship) to your app its (bureaucratic) complexity increases.