Have you downloaded half of the free Apple apps?
Enjoy your iAds, and I can't see Microsoft resisting the lure of an entire ecosystem of users and developers to wring licensing fees out. You think Microsoft haven't seen the money that Apple and Google get from their respective Marketplaces?
As you'll see they're a little more friendly than Apple's stance on advertising, but don't think that Windows Mobile 7 will be anything other than "Me Too" with .NET. In fact, I imagine it'll tie up quite nicely with Bing. The question is whether people want Windows on their phone, and whether companies really want to give Microsoft any more money than they have to already.
Google has Schmidt, also known as 1 of 7. Apple is a personality cult where it is Our Way Or The Highway, and you can go anywhere you want to with Windows today, as long as you're willing to empty your pockets whenever Microsoft feel like holding their users up by the legs and shaking. All of those companies want your search results, your favourite tracks, your purchase history and any other data they can get their hands on because the profiles of a billion users together are worth quite a really large amount of money.
So who do you choose? Borg Drone, Jesus or Chair-botherer?