We'd previously heard rumors that Quattro Wireless
was Apple's consolation prize after a deal with bigger mobile advertising rival AdMob fell through, and Steve Jobs confirmed it on no uncertain terms at the Q&A session following today's iPhone OS 4.0 event
: "we tried to buy a company called AdMob... but Google snatched it away." Indeed they did, though that deal hasn't yet been approved by the Federal Trade Commission while Apple's already up, up and away with its iAd
solution, so it seems like everything shook out for the best -- if you're an iPhone developer, anyway.