When asked about the company’s recent acquisitions of Quattro and Lala after yesterday’s earnings report, Apple’s chief financial officer Peter Openheimer answered, “In terms of Quattro and Lala we acquired Quattro because we wanted to offer a seamless way for developers to make more money on their apps, especially free apps.”
As I said before: why would a developer bother with AdMob if Apple integrates ads into the SDK? Does AdMob offer better terms? Does AdMob offer more sponsors? It’s the developers (and Apple indirectly) who supply inventory.