Despite the introduction of iAd, which could track iPhone users for advertising, Apple has made it possible for iPhone OS 4.0 users to control tracking. Arrows will alert iPhone OS 4.0 users when an app is tracking them. Apple's privacy feature in iPhone OS 4.0 may be a trend. But Apple's blocking could reduce the value of mobile advertising.
Two months ago, Apple began rejecting content for its App Store that used the iPhone's GPS capabilities to provide location data 
for advertising. This fueled speculation that the computer giant was getting ready to roll out its own mobile advertising platform.
http://www.toptechnews.com/story.xhtml?story_id=0220026Z9NO8
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