Apple has, as expected, unveiled its own version of mobile advertising with its ’seventh tentpole’ of the iPhone 4 firmware – iAd. The new service will basically be small windows inside applications which can be expanded within the app itself, without the need to exit to a website or separate program. These ’sub-apps’ will take advantage of existing APIs, meaning developers will be able to embed videos, maps or live feeds into the advertisements, as well as links to commerce stores to directly buy goods.