I don't think there's anyway that it can be a sustainable trend. You'd have to have one hell of a product to get a positive ROI on that CPM (plus you have to ad

I don't think there's anyway that it can be a sustainable trend. You'd have to have one hell of a product to get a positive ROI on that CPM (plus you have to add in Apple's take). I imagine it's a lot of novelty of the platform, and the fact that iAd is a good bit more engaging than most of the other ad platforms. Eventually ad fatigue will set in though.