Will the iPhone require Apple to take a more controlling stake in mobile advertising? A recent rumor has emerged saying that Apple is acquiring Quattro Wireless, an advertising company that is considered to be a competitor to AdMob. While the rumor is unconfirmed and the reasons behind Apple’s purported interest are unknown, it makes for some interesting speculation as to what Apple may have in mind for its advertising future.

In the middle of the rumored acquisition talk is a battle of pride, glory and industry dominance. Google acquired Quattro Wireless competitor AdMob before Apple could close the deal, with some saying that this slap in the face caused Apple to “steal” music search tool LaLa from Google before an acquisition was complete. The ongoing spat may have led to Apple’s supposed acquisition of QuattroWireless, but there’s likely much more to the story than just a company feud.

Apple is in a powerful position as far as mobile devices go, having created and successfully marketed the iPhone on a global scale. Focusing on its platform capabilities, Apple is primed to take the mobile economy in a number of directions. Building out its mobile platform means the furthered generation of an app marketplace that could sustain developers, publishers and service providers. Improving on the device itself will help Apple to retain its customer base in the face of oncoming competitors in the smartphone industry.

Google could become a major contender in the mobile space, as its own Android operating system stands to create a viable marketplace to harbor developers as well. The ability to monetize one’s mobile platform is at the forefront of discussions surrounding smartphones at this point, as the meeting of enterprise and consumerism happily plays out in the havens of wireless service providers.

The point here is that Apple could very well take a larger stance in mobile marketing that occurs around its platform and app marketplace. Early on it appeared as though Apple were moving in this direction, having worked closely with a number of mobile advertising firms towards experimental marketing campaigns associated with native apps on the iPhone. With the growth of the iPhone app market, however, the ability for third parties to take advantage of access to iPhone customers gave revenue opportunities to all parties involved.

Being the middle man, Apple could really benefit from having a more established ad network through which third parties could run campaigns, either unifying the experience for end users or simply extending additional options to advertisers and app developers.

Regardless of what Apple’s plans are, the company is forced to take a closer look at the system operating independently of its own “cult” world, as well as the system it has helped to create and standardize. So far, Apple has announced plans to make iTunes available via the Internet, marking the small but obviously necessary steps Apple is taking to become more convenient for its consumers. Keeping a focus on the consumers will continue to help Apple in whatever ideas it has towards the integration of an ad network.

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