The iPhone manufacturer is set to launch iAd in the UK this September and is meeting with advertisers through Quattro Wireless, which it bought for $250m in January to launch the mobile ad network.

Apple plans to charge advertisers for ads on the network using both a CPM and CPC model, with the latter rates charged at up to ten times the industry-norm, according to reports.

In the US, these price points are believed to be $10 CPM and $2 CPC. Apple has reported that it has booked $60m worth of ads from brands such as Chanel, Nissan and Unilever within a month of iAd’s US launch.

However, the UK ad industry isn’t universally convinced of the cost effectiveness of iAd, although some brands are beginning to purchase inventory via the network. Simon Davis, head of mobile at Agenda 21, said, “Quattro Wireless is suspending activity on the iPhone in preparation for the launch of iAd, so it looks like people are starting to buy inventory.”

Quattro Wireless was unable to confirm these claims before new media age went to press.

“It’ll shake up how people spend money because many mobile campaigns use CPC,” Davis added.

Some advertisers are still wary of the hybrid pricing model, despite Apple’s recent activity in the mobile ad industry; it has been active within the IAB mobile steering group for some time. Michael Smith, deputy director of interactive services at the COI, said, “The decision to launch on iAd will be down to our media planners. What’s strange is that Apple is asking us to pay for the success of our own ads by charging for delivery and click-through.”

Ciaran Norris, head of social media at Mindshare, said, “From what I’ve seen, there’s a better click-through rate on iAd than elsewhere, but it’s unclear whether it’ll last.”

However, publishers are more positive about the pricing model. Quattro will meet with Associated Northcliffe Digital and Trinity Mirror in the coming weeks to discuss selling their inventory through iAd.

“We’re used to launching campaigns with CPCs of about 20¢, so if Apple is charging up to $2, it’ll make publishers and developers a lot of money,” said Agenda 21’s Davis.