Apple Adobe battle spills over in advertisements

14 May 2010

1

The Financial Times and The Wall Street Journal both carried full "We Love Apple" advertisements today morning but the space was not bought by Apple but by Adobe the web technology company engaged in a running dispute with Steve Jobs.

The advertisements, a variation on the "I love New York" motif created by Milton Glaser, have featured in newspapers including The Wall Street Journal and San Jose Mercury and online on websites including Wired and TechCrunch.

The advertisements point to an escalation of the bitter, no-holds-barred war the two companies have been fighting. Apple's iPad and iPhone do not support Adobe's web video technology Flash, which Jobs has publicly slammed for causing battery problems and crashes.

Jobs said in a blogpost last month, that the most important reason for keeping Flash off his devices was that "letting a third party layer of software come between the platform and the developer ultimately results in sub-standard apps and hinders the enhancement and progress of the platform."

Adobe's advertisement goes on to list 13 other things the company claims it loves, "We love creativity. We love innovation. We love apps. We love the web. We love Flash. We love our 3 million developers. We love healthy competition. We love touch screens. We love our Open Screen Project partners. We love HTML5. We love authoring code only once. We love all devices. We love all platforms."

Finally in an obvious swipe at Apple the ad copy spells out what Adobe hates: "What we don't love is anybody taking away your freedom to choose what you create, how you create it, and what you experience on the web."

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