iPad Air - Official Image - 009

Today, Apple’s iAds aren’t that intrusive and mostly take the form of smaller banners at the bottom of some applications. Soon, however, Apple may start to dominate the display of your iOS device with full-screen video ads that load automatically. Ad Age said Wednesday that it has learned from sources that Apple plans to roll-out the new video ads later this year, and that it will begin providing them as an option to advertising partners in a new ad exchange, which Apple reportedly recently launched.

Apple prides itself on offering a first-class user experience, but it rids itself of any blame if it’s simply providing these ads, which may actually detract from usability, in third-party applications. After all, it’s a third-party developer’s option as to whether or not to implement intrusive ads or not, and the payout can be huge.

Candy Crush Saga, for example, earns about $994,344 per day from in-app purchases alone. A company like King, which develops that game, could opt to use Apple’s full-screen video iAds to increase revenue. Addicted Candy Crush users probably aren’t going to go anywhere – even if the ads do consume the whole screen on your iPhone or iPad every now and then. Apple stands to gain, too, since it gets a cut of the revenues from ad sales.

I can’t say I’m surprised that full-screen ads may be on the horizon, but there are a lot of drawbacks to consider. They’ll detract from your user experience, they’ll consume more data, which is costly if you’re not on a Wi-Fi network, and what happens when you’re on the subway and an ad tries to load when you don’t have a connection? If Apple is working toward this strategy, let’s hope it considers all of these questions first.