According to a report by AdAge, Apple plans to bring full screen iAds to iPhone and iPad Apps. The ads will allegedly be in the form of interstitials, and for a few seconds, will completely take over your device screen real estate and display the ad.
Currently, ads could only be displayed as a banner on the bottom of the screen, that can then be tapped to open them in full screen mode. But now, Apps will be able to display full screen ads.
There is no doubt that Apple plans to help developers make more money by taking another step to monetize Apps heavily through iAds.