Joe Meloni

Despite tensions between Apple and Google on multiple fronts, iPhone and iPad users have, for the most part, access to Google’s product arsenal available in the App Store. Apple rolled out the fourth test of iOS 6 recently, and many developers noticed the iteration lacked YouTube integration.

For companies making video a part of their content marketing strategy, YouTube access across all mobile and desktop platforms is critical since many share their content on the platform.

According to the Verge, both Apple and Google confirmed that the agreement between the two companies for YouTube’s availability in the App Store has ended. However, both companies said Google is working to create a similarly strong app that will be available to iPhone users. The lone difference will likely be that iPhone users will have to download the app from the App Store, instead of it coming preloaded on their devices.

For Google, a presence on the iPhone is critical given the device’s status as the most popular smartphone in the United States; recent numbers from market research firm comScore pegged the iPhone’s share at more than 32 percent.

Apple has also nixed Google Maps from the early test of iOS 6. However, many expect a similar relationship to develop, where users will have to download the app instead of having it available when they first purchase the device.

While the news from Apple and Google is expected to work out fine for all parties, the buzz around YouTube’s availability on devices should indicate that marketers failing to make video a part of their campaigns are at a competitive disadvantage in terms of reaching mobile (and traditional) web audiences. Brafton recently highlighted separate data from comScore that found Americans viewed more than 11 billion video ads on the web in June.