The head of Google's mobile ad division has criticised Apple's decision to ban rivals from offering advertisements on its iAd mobile advertisement platform.
Omar Hamoui, the founder and CEO of AdMob wrote on the Admob blog that Apple's move would have a devastating effect on the revenue streams of hundreds of developers who rely on ad services.
He wrote: "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.”
Hamoui stated that Apple is clearly looking to ban Google from its platform, seriously and unfairly hampering Apple's competition and developers alike.
US antitrust regulators plan to investigate whether Apple has unfairly restricted competition by banning rivals from advertising on its iPhone and iPad adverts.
According to the Financial Times, anti-monopoly investigators in the UK are already looking into the matter.
The investigations have come after Apple updated its app developer terms and conditions, banning them from sharing user and device information with third-party companies.