Apple previewed its next-generation iPhone OS last night, and there was plenty to ponder for the music industry. As predicted, apps will now be able to run in the background: a version of Pandora was shown that let people listen to music while using their other apps. Apple also unveiled iAd, its mobile advertising network. iAds will effectively be mini-apps that sit inside other apps, offering video and interactivity. Examples created for Nike and Toy Story were shown last night, but it seems tailor-made for music too – especially with the ability to tap through to the iTunes Store. It could present an interesting dilemma for music marketers: rather than spend money creating artist apps, they may prefer to divert that budget towards iAds in other popular apps. Source: Mobile Entertainment

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