Until the starting of 2010, Apple and Adobe Systems were used to be comfortable partners. But after the announcement of iPad, Mr. Steve Jobs indicated in the presentation that the next device would not use Flash technology and blamed the technology as buggy and responsible for various Mac crashes. The iPhone maker said that it would emphasise on HTML5 standard.

In the counter-attack, Adobe introduced a Web-based ad-campaign and joined hands with Google for its Android platform. Further, the company attacked Apple via writing open letter, stopped funding for developing apps for Apple’s devices and planned to file suit against Apple.

Here, the feature discusses the latest brawl between the two giants.

Apple’s Stand over Flash technology
After the iPad launch, the company had again refused to adopt Flash technology on its new iPhone platform, called iPhone 4.0 operating system. Further, the company added that the Flash technology is unfit for the iPhone, because the software has various bugs, uses batteries too quickly and is more beneficial for PCs than its devices like iPhone or iPad.

Apple also indicated that the prime reason for the exclusion of Flash from its devices is that the software puts a third party between Apple and various software developers. Hence, factors like reliability, security and performance issues make the software unfit for Apple’s devices. To tackle the inconvenience, Apple has provided a list of websites to its users that do not require Flash to perform. Instead of Flash technology, the company has opted to support HTML5, javascript, and CSS.

Further, after the denial of Adobe’s Flash technology on its devices, the company itself is working on a flash alternative, dubbed as Gianduia. Sources said that the technology was introduced by Apple last summer at its world of Webobjects developer conference. It is reported that Gianduia is illustrated as a client-side, standards-based framework for rich internet apps. The company has been using the technology in its various retail support apps like one to one program, the iPhone reservation system, etc.

Adobe’s stand over Apple’s Decision
After criticizing Apple over its decision, Adobe has gone so far as to start an ad campaign around the dispute. The recent comparative ad campaign is bringing back memories of the Coke vs. Pepsi challenge, decades earlier.

The Flash maker has introduced “We Love Apple” ad, which is part of its “Freedom of Choice” campaign and criticises Apple for not supporting Flash over its devices. In the campaign, the company will emphasise on its love for creativity and freedom. Further, the ad campaign is to defend user’s rights to use what they want; not what big companies think off. At present, more than 75 per cent online video content uses Flash technology.  Hence, Apple is doing wrong by rejecting support for Flash technology at present and future.

Recently, Hulu, the popular online video site has announced that it would be sticking with Flash over HTML5 for the foreseeable future. In contrast, Apple has initiated an email campaign for advertising Adobe's CS5 from the Apple Retail Store.

Anuj Kumar/ITVoir Network