'Control freak' Jobs prompts Adidas to shelve iPhone ads

$10m iAd campaign rumoured to be lost
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Rumours have emerged that athletic clothing brand Adidas has reportedly cancelled a $10m iAd campaign due to interference in the creative process.

Industry gossip site Silicon Alley Insider reports that Apple CEO Steve Jobs was "being too much of a control freak" after Apple allegedly rejected Adidas' ad designs on its fledgling iAd platform for the third time.

Apple takes an unusual approach for ads on the platform in that the company maintains strict control over the content of advertising, even going so far as to produce the adverts themselves. Advertisers have also complained about a lack of control as to where adverts appear.

Last month the Wall Street Journal reported that that advertising agencies were growing increasingly frustrated with delays in getting advertising campaigns on Apple devices but Nissan had also said that the car maker's iAds had "driven exceptional results" with click-throughs five times the firm's web based campaigns.

In June Apple banned third party in-app advertising but in September, as part of wide ranging changes thought to be the result of impending US and European anti competition probes, the company changed the rules to allow third party applications such as Google-owned AdMob.

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