Mr. Subramanian added that it could particularly energize the mobile advertising market because ad developers are most familiar with Adobe's Flash programming software.

WSJ: Apple Blinks in Apps Fight

Apple's revised policy will now allow apps to be written using a Flash-based tool, and also removes restrictions on what other programming languages developers may use.

WSJ: Apple Blinks in Apps Fight

Betting that Flash was a declining technology, Apple chose instead to support HTML5, the next version of the standard programming language for describing the content and appearance of web pages.

FORBES: Rival Tablets Could Bite Apple Stock