Adobe has used a promotional ad campaign to criticise Apple's software approval policy, in the latest flashpoint in an ongoing word of words between between the Flash developer and the iPhone manufacturer.
Apple's Steve Jobs has repeatedly criticised Adobe's Flash platform and has informed iFans that the iPad and future versions of the iPhone will not offer support for it.
Most recently Mr Jobs wrote an open letter containing some rather strong views relating to Adobe's Flash video platform, with the overriding sentiment being that it will never be a success on mobile phones.
Adobe's response, which surfaced at the weekend, has taken the form of a series of advertisements which critique the Cupertino-based tech giant's approach to approving software for use on its devices.
"We [heart] Apple. 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," Adobe's adverts read.
Adobe's founders have also published their own open letter to respond to Mr Jobs's accusations.
The letter, penned by Chuck Geschke and John Warnock of Adobe, said: "We believe that consumers should be able to freely access their favourite content and applications, regardless of what computer they have, what browser they like, or what device suits their needs.
"We believe that Apple [...] has taken a step that could undermine this next chapter of the web, the chapter in which mobile devices outnumber computers, any individual can be a publisher and content is accessed anywhere and at any time."
The real losers in this dispute are those who make their money from developing software, as the iPhone app market is clearly ripe for generating a profit, whilst developing Flash apps allows software to be delivered to a much wider audience online.
Creating apps on two different platforms means remodelling from the ground up and most firms lack the requisite funding or manpower.