On Thursday, Adobe made a shocking announcement. Adobe "loves" Apple.
Now, before you think flowers and notes of apology have been exchanged between Apple and Adobe, think again. The move on the part of Adobe today was not meant to raise a white flag as much as it was meant to respond to Steve Jobs' recent open rant that essentially buried Adobe Flash as a relic of the past.
The new ad campaign launched by Adobe Thursday puts forward a simple view: Adobe, in fact, still "loves" Apple. But Adobe don't like "anybody taking away your freedom to choose what you create, how you create it, and what you experience on the web."
It's a kinder, gentler jab from Adobe - certainly a different tone from that of Steve Jobs in his harsh comments that make Flash sound as prehistoric as the Velociraptor. More specifically in response to the Apple chief's biting words, however, Adobe co-founders Chuck Geschke and John Warnock issued an open letter of their own.
"We believe that Apple, by taking the opposite approach, 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."
But don't count on it.