Apple iPhone OS v4.0 - Quick Take

So Apple announced its upcoming update to the operating system that drives the iPhone, the iPod touch and, more or less, the iPad. Geeks everywhere salivated over the prospect of multitasking and a slew of other technical enhancements to the almost-three-year-old platform (ancient, I know.)

But the real news was the iAd mobile advertising platform. It's nothing less than Apple's attempt to out-Google Google with in-application advertisements. Google may own the desktop with context-sensitive ads that appear beside searches, e-mails and other Google-driven services. But Apple wants to own the mobile ad space.

Let the games begin.

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In related news, I've been geeking out with reporters again - about Apple, and not:

• Apple takes marketing mobile. Financial Post / National Post. Byline Matt Hartley.
• Apple sells more than 300,000 iPads on day of debut. The Canadian Press. Byline David Friend.
• Pillars of Shaw Communications' growth ambitions face uncertainty. The Canadian Press. Byline Lauren Krugel.