Google Ads on iPhone

According to Adweek Google is readying a platform for advertisers to display ads on iPhone directly. So essentially, the user visiting the website from an iPhone can now be targetted separately from a user visiting from a desktop.
We believe, that this would have a huge impact in the days to come, mostly beneficial for both the companies. As we have already highlited in our earlier post, even though Google and Apple are competing in the mobile platform space, they are are both benefiting from this move towards the smartphone. The folowing factors would benefit Google

1. Google would be able to create a totally new segment of ads targetted towards the iPhone user, which would result in highly targeted advertising, resulting in organizations willing to pay more for such ads
2. Advertisers would benefit from the 'Click to Call' feature that can now be incorporated, thereby resulting in greater probability of sale (this would again result in higher rates for such ads)
3. Participating websites would have a greater incentive to ensure their websites are iPhone friendly
4. Smart iPhone App ideators would be able to quickly think of great apps that could leverage this new ad platform

So let us wait and watch, and see how this pans out. The debate is open for reader comments... would this be mutually beneficial for Apple and Google?