Despite some initial doubts about a not exactly happy start, Apple’s iAd program is predicted to match Google in the mobile market share by year’s end, and we’ve heard stories about iAds becoming a real gold mine for developers. We’ve also heard complaints from advertisers about Apple’s strict control on ad approval - something huge corporations like, say, Nissan or AT&T are not used to. Businesses weren’t used to “ad approval process” before Apple, and that’s all because Steve Jobs wants to build an ad system that engages users at a personal level with curated, rich and beautiful advertisements.

Still, some are having a hard time to accept these rules. Business Insider reports that Apple has lost another advertiser, Adidas. After the third rejection of their campaign they apparently grew tired of Apple’s control and canceled a $10 million campaign.

Apple has lost another advertiser for its “iAd” mobile advertising business – this time Adidas, the athletic apparel giant – according to scuttlebutt we have heard from two mobile industry execs.

Adidas supposedly pulled its $10+ million ad campaign from the iAd program because Apple CEO Steve Jobs was being too much of a control freak. According to one industry exec, Adidas decided to cancel its iAds after Apple rejected its creative concept for the third time.

As BI’s Dan Frommer also speculates, it may be that Adidas kept on pulling out lame ideas and Apple did the right thing in rejecting them. We don’t know, but an Apple representative confirmed that, yes, Adidas pulled its iAd campaign. The Wall Street Journal reported back in August that many ad agencies were stressed by Apple’s control policy in regards to ad approval - something that never happened with Google. Furthermore, Apple doesn’t provide additional tools to monitor and track campaigns. Maybe it’s time for Apple to open up a little.