We already know that the existing YouTube iOS app is being kicked out of Apple’s iOS 6 update: it disappeared from the beta version that developers have been using, and Apple confirmed that its licensing deal “has ended, but users can still use YouTube via the Safari web app”.
Google’s response was the launch yesterday of a standalone YouTube app, available through Apple’s App Store. It’s much slicker than the existing preloaded version too, with a revamped user interface, more social features and an emphasis on channels as much as individual videos.
Oh, and ads. Ignore for now the Apple v Google rumblings, and focus on the fact that for the first time, YouTube’s native iOS app will include videos with pre-roll advertising.
With mobile usage growing fast for YouTube – 1bn views a day at the moment across all mobile devices – the company and its content partners can finally make money from views in the native iOS app.