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The feud between Google and Apple is heating up again.

The latest dispute centers on a proposed change that could hobble Google's ability to sell and place ads on Apple's iPhone and iPad.

The executive in charge of Google's newly acquired mobile ad service, AdMob, attacked Apple's new restrictions as a threat to competition in a blog posting Wednesday.

Under the terms of Apple's latest operating system for the iPhone and iPad, critical information for distributing and analyzing ads won't be shared with services owned by makers of other mobile operating systems.

That threatens to lock out AdMob because Google's Android operating system competes with the iPhone.

Apple is preparing to launch its own mobile ad service to compete with AdMob.

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