Apple's introduction of new rules governing the way in which adverts can be displayed on the iPhone and iPad have riled search giant and mobile software designer Google.
Apple's iAd platform will make it impossible for rivals such as Google to advertise on Apple's flagship smartphones, according to the head of Google subsidiary AdMob, Omar Hamoui.
A blog post from Mr Hamoui stated: "This change is not in the best interests of users or developers. In the history of technology and innovation, it's clear that competition delivers the best outcome.
"Artificial barriers to competition hurt users and developers and stall technological progress."
Mr Hamoui and Google see Apple's move as an attempt to kick out all competitors from the iPhone platform, which some believe will make it difficult for app developers in the long run.
An investigation into whether or not Apple's actions violate any competition laws has been initiated in the US and the Financial Times reports that a similar examination of the rule changes is taking place in the UK.
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