The iPhone has been the number one mobile phone sold in the US for quite some time now. Those who use the iPhone have grown to have the same sort of affection as the love between a MAC-user and his Macbook. However, since its launch in Dec. 2009, the Android has significantly taken the lead in gaining the most shares in sales as well as ad requests. Prior to its launch, most mobile phone apps were created based on the iPhone OS, leaving out all other mobile consumers. However, now with the success of the Droid, I believe it is only a matter of time before we start to see the advent of mobile apps spread to all phones. Perhaps there will be a universalization of mobile OS one day—one can only imagine. Until then, advertisers can work with the majority and provide even more exposure and reach to their consumers.