Mobile search is as big as it has ever been. Nearly 83% of American Adults have cell phones, with 20% of those being smart devices , one can see marketers urgency to grab their piece of the pie. Towards the end of the second quarter of 2010,  a turf war has started to develop between everyone's favorite tech giants Apple and Google. There have been reports Apple has their own search engine in the making, and more recently, they've announced their new ad platform iAd.