One of the more controversial facets of Apple's move to consolidate its iPhone business, Steve Jobs announced that the firm's advertising platform iAds will go live on July 1.

Speaking at WWDC 2010, Jobs said Apple had been touting the platform to advertisers for the last eight weeks, and has already managed to amass $60 million in confirmed purchases at this point.

Bigging up the big boys

Those signed up aren't small fish, either, with the likes of Disney, Nissan, Citi, Unilever, AT&T, Chanel, GE, Liberty Mutual, State Farm, Geico, Campbells, Sears, JC Penny, Target, Best Buy, Direct TV and TBS, and Disney amongst the committed advertisers Apple has on board.

As such, Jobs said Apple predicts that 48 percent of all spending on mobile advertising in the US between from July through to the end of the year will go to iAd.

It's a statement of intent likely to catch the attention of current big players such as AdMob, which was recently picked up by Google for $750 million.

Apple has also confirmed that 60 percent of the revenue generated through iAd will go to the relevant developers, with payments made through iTunes Connect.