And Google is hoping for some regulatory respite as a result too.
Quattro Wireless boss Andy Miller has confirmed yesterday's reports that Apple had acquired his mobile advertising company.
"We are thrilled to let you know that Apple has acquired Quattro," he writes in a happy new year message on the company's website. Miller is now VP of mobile advertising at Apple.
"For now, the offerings and services you receive from Quattro Wireless will not change. We will continue to operate the Quattro Wireless network across all devices and platforms."
That 'for now' is interesting - it remains to be seen what Apple plans to do with its new acquisition, and whether this will involve reining back its activities on non-Apple platforms.
Gartner research director Tole Hart has suggested that this may go beyond the iPhone and iPod touch, with implications for Apple's rumoured tablet device too.
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"I think this is more of an offensive move for the tablet," he tells AppleInsider. "If they had to do it over again with the iPhone and iTouch, they might have more control over the advertising. The tablet gives them a second crack at this."
One company that's chuffed with the deal is Google. Yes, you read that right. It's hoping that Apple's purchase of Quattro Wireless will head off the threat of regulatory blockages to its own acquisition of AdMob.
"Today's news that Apple is acquiring one of AdMob's competitors, Quattro Wireless, is further proof that the mobile advertising space continues to be competitive," blogs Google's Paul Feng.
"And with more investments and acquisitions in the space, including from established players like Apple and Google, that's a sign that vigorous growth and competition will continue."
