Apple, the maker of popular gadgets, is getting into the business of selling advertising, ratcheting up its rivalry with Google.On Thursday the company gave a preview of a new version of the basic software for its mobile devices, including the iPhone.

The software has a built-in advertising system, meant to be used by the developers who have created the more than 185,000 applications in Apple's App Store.

Speaking to reporters and developers on Apple's campus here, Steven P. Jobs, Apple's chief executive, said the new system, called iAds, would offer ways to build complex interactive ads into apps for the iPhone, iPod Touch and iPad.

source: NYtimes