Apple recently rolled out its new flagship operating system iOS 7 across its platforms. The iPhone and iPad in particular were in need of an iOS overhaul since there had been much speculation that the piecemeal updates of recent months had slowed down phone performance, rather than increase functionality. It is therefore no surprise that when Apple launched the iPhone 5, they had iOS 7 up their sleeves. Many changes had taken place but one in particular caught many peoples eye. This was the ability to choose advertising served by interest.