Or maybe they don't need to: http://www.bnet.com/blog/advertising-business/inside-the-revenue-model-for-iad-why-apple-doesnt-want-to-win-the-mobile-ad-race/6876

Or maybe they don't need to: http://www.bnet.com/blog/advertising-business/inside-the-revenue-model-for-iad-why-apple-doesnt-want-to-win-the-mobile-ad-race/6876 http://www.bnet.com/blog/advertising-business/inside-the-rev...