Apple announced overnight that the forthcoming iPhone OS 4.0 would include an advertising platform, unsurprisingly called iAd. This will enable application developers to embed ads into apps. This is supposed to be a good thing?

The ‘Jobs Reality Distortion Field’ was in full effect because Apple’s mobile advertising is supposedly great whereas other ads simply “suck”, according to the man himself.

I love Apple stuff. The Red Hill Publishing office is full of Macs, iPhones and other Apple gear. And even though Jobs claims this isn’t really about Apple at all, because they’re doing it for the developers …

“A lot of the apps on the [iPhone] are free, or 99 cents, or $1.99. And we like that. Users like that. But these developers have to find a way to make some money. And we’d like to help them.”

… as a consumer, in-app advertising is certainly a wonderful way of turning me into an unhappy camper. Or is that an Android camper ;-)

That said, when there’s a free vs. paid version of an app I tend to buy the paid version and of course paid apps won’t include advertising … right?