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With its acquisition of Quattro Wireless, Apple Inc. (Nasdaq: AAPL) has opened the door to competition with Yahoo Inc. (Nasdaq: YHOO), Microsoft Corp. (Nasdaq: MSFT), and especially Google Inc. (Nasdaq: GOOG) in the mobile advertising market.
And Apple's venerable App Store will play a key role in the company's expansion.
All Things Digital, a tech blog affiliated with The Wall Street Journal, reported the deal's value at $275 million, citing several anonymous sources. It is the 24th acquisition in Apple's 34-year history, and is characteristic of the previous 23: buying a small company that can easily be integrated into its existing projects.
In this case, Apple can use mobile web ads developed by Quattro to generate income from outside advertisers.