Apple will shut down Quattro Wireless, a mobile ad network it bought earlier this year for $250 million, after using the service to build its iAd mobile ad platform for its devices, reports Advertising Age. 

The closing of Quattro means that Apple won’t be in direct competition with Google, which purchased mobile ad network AdMob last year, the story says. Instead, Apple will be focusing on premium ads on its devices such as the iPad and iPhone, which cost many times what standard mobile banner ads command, the article adds.

Still, while there are more than 100 mobile devices in consumers’ hands, only a few million of the latest iPods and iPhones can handle iAd’s promotions. IPads will be able to accept iAd’s advertisements later this year, the article says.