With the market share of Android constantly increasing and the hardware of those devices becoming more competitive with the iPhone, developers are caught in the middle of a platform war. Do they write apps for the iPhone, where the store contains hundreds of thousands of apps and millions of users? Or do they go with Android which offers fewer restrictions yet more fragmentation?

A new report out of Bloomberg is stating Apple may have been in in negotiations with AdMob about purchasing their company weeks before Google acquired them for $750 million. A purchase of AdMob—which makes their money in the mobile advertisement business—by Apple would have furthered the competition currently going on with Google, a company dominating search advertisements.