AdMob has recated positively to Apple’s decision to backtrack on some of the restrictions it had previously placed on developers with regard to developing apps for the iPhone and iPad.

In a post on the AdMob blog, AdMob VP of product management, Omar Hamoui notes that Apple’s new terms will keep in-app advertising on the iPhone open to many different mobile ad competitors and enable advertising solutions that operate across a wide range of platforms.

“This is great news for everyone in the mobile community, as we believe that a competitive environment is the best way to drive innovation and growth in mobile advertising,” Hamoui writes. “Mobile advertising has already helped to fund tens of thousands of mobile apps across many different platforms and devices, and it will help do the same for many more in the years ahead.”

Hamoui goes on to say that Apple’s new terms will benefit users, developers, and advertisers. “Users will benefit from more free, or low cost, apps that can now more readily be supported by advertising. Developers will be able to choose from a variety of competitive advertising options and pick the solution that works best for them, to boost their revenues. Advertisers will have access to simple and effective advertising solutions that can reach users across a wide range of devices,” he says.

He concludes by saying that AdMob is 100 per cent committed to developing the best possible advertising solutions and formats for a range of devices, including the  iPhone.

One of the measures Apple introduced earlier this year placed restrictions on the use of third-party software from companies including AdMob, used to collect data related to app usage.