Everyone has been on hold. The irritatingly insincere messages about 'your call is important to us' followed by 1970s Muzak and advertising come-ons.
A new patent granted to Apple may make your wait a bit more entertaining - if not productive - for iPhone owners. The patent outlines a way to display information that is contextually relevant to your phone call.
But buried in the ties to your calendar, local weather and other data is a hook that could display personalized ads on your phone, akin to Google's contextual ads...