Apple may charge $1m for displaying adverts on its mobile devices in 2010, according to the Wall Street Journal.
The rates may be even higher for those companies that want to be among the first to advertise on Apple's new iAd advertising platform for the iPhone and iPad from June.
The iAd software will offer adverts in the applications for sale in Apple's App Store, but could raise concerns by privacy groups as adverts will be served based on a user's location.
Apple has indicated it could charge advertisers as much as $10m or 100 times the normal rate for such deals to be in the launch group, the newspaper said, citing a person familiar with the matter.
It is up to developers to decide whether or not to include ads in their applications, but if they do, they are set to get 60% of the revenue, with the remainder going to Apple.