Ok, so you can't book a month off work to watch the entire World Cup. But if you have an iPhone, you don't have to miss the big games thanks to a new ITV World Cup app for the iPhone.According to Digital Spy, ITV's new iPhone app will go live as the tournament commences on June 11th, allowing you to watch the matches as they are being broadcast by ITV1 and ITV2. So wherever you are, you can watch for free via 3G and Wi-Fi - data charges permitting.So what is ITV getting out of it? Well, a cut of the advertising of course. Specifically pre-roll advertising and click-through banner ads that will run alongside the service. Along with live streaming, the app will also offer up schedule information for ITV1 and ITV2. Juat so you can check when the next game is on.According to ITV director of online and interactive Ben McOwen Wilson: "Our aim at ITV is to make our content available when and where our viewers want to watch it. The ITV web app will enable iPhone users to find and watch their favourite ITV content, on the go and with this year's World Cup fast approaching, iPhone football fans now have a new way to watch the latest action."As the only UK broadcaster to screen the World Cup on mobile, this application offers advertisers a dynamic way to interact with viewers and puts ITV at the forefront of mobile VOD."ITV's first World Cup game will be South Africa versus Mexico, with coverage from Johannesburg starting at 3pm on June 11th. It will be followed on June 12th by England's first group match against the USA from 7.30pm.