iPhone OS 4.0 will have built in advertising. Just what we needed right? They are going to embed the ads right into the app. According to Jobs this will change the landscape of advertising and give the user a better experience. I say it will make it harder for the user to get away from it. If someone pays for an application do they want advertising built in to it. I can see it for free apps but for purchased ones?? Apple will make sure that we never get away from clicks!
If you want you can read my original article here: Apple Introduces iAds