Adobe is firing back at Apple with love.
Adobe is countering Apple CEO Steve Jobs' recent jab at Adobe's Flash technology for web video and games. Jobs had described Flash as buggy and unfit for Apple's iPhone and iPad gadgets.
Adobe is running advertisements in major newspapers saying "We Love Apple" - with a bright red heart in place of love.
The ad begins, "We love creativity," "We love innovation," "We love apps."
"What we don't love," it continues, "is anybody taking away your freedom to choose what you create, how you create it, and what you experience on the web."
Adobe co-founders Chuck Geschke and John Warnock, highly regarded in Silicon Valley, also posted a statement criticising Apple.
"When markets are open, anyone with a great idea has a chance to drive innovation and find new customers," they wrote, adding that Apple's "opposite approach" could undermine a future in which mobile devices outnumber traditional computers on the internet.
In a statement, Apple said that it, too, believed in openness. The company said that is why it favours the emerging HTML5 programming standard rather than Adobe's proprietary Flash product for web video.
AP