Adobe fires back at Apple with open letter, new ad campaign

Posted:
in General Discussion edited January 2014
Adobe on Thursday responded to Steve Jobs' "Thoughts on Flash" with an open letter of its own, and also began a new ad campaign in which the company says it "loves" Apple -- but dislikes "anybody taking away your freedom" to use the Web freely.



In a letter from Adobe cofounders Chuck Geschke and John Warnock, the chairmen asserted that a "single company" does not control the Web. They argued that Adobe's Flash technology is the market leader "because of the constant creativity and technical innovation" of the company's employees.



"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," they wrote.



Warnock and Geschke said that fragmentation of the Web into "closed systems" with content applications "behind walls" will result in the loss of the creativity and innovation that has made the Internet a global revolution.



"We believe that consumers should be able to freely access their favorite content and applications, regardless of what computer they have, what browser they like, or what device suits their needs," the letter reads. "No company -- no matter how big or how creative -- should dictate what you can create, how you create it, or what you can experience on the web."







Starting Thursday, Adobe began a new advertising campaign based on its beliefs, and intended to counter Apple's attack on Flash. Banners across the Web with the Adobe logo display in big, bold letters "We [Heart] Apple."



It continues: "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." The ads feature a "Learn More" button that takes visitors to a page on Adobe's Web site that says "We [Heart] Choice" and links to the letter from Warnock and Geschke.



"We believe open markets that allow developers, publishers, and consumers to make their own choices about how they create, distribute, and access content are essential to progress," the promotional site reads. "That's why we actively support technologies like HTML4, HTML5, CSS, and H.264, in addition to our own technologies."



In addition to advertisements on major tech blogs like Engadget, Adobe has also bought a full-page print ad in Thursday's Washington Post.



Adobe's new campaign is in direct response to a letter posted by Jobs, Apple's co-founder, late last month. The lengthy note from Jobs, suggested Flash is a lingering relic from a dying era. The chief executive said that though the Web format was created for the PC, it "falls short" in the mobile era, dominated by low-power devices, touchscreen interfaces and open Web standards. He also said that Flash is responsible for most crashes in the Mac OS X operating system.



Almost immediately after the letter was published, Adobe CEO Shantanu Narayen responded by saying that Adobe views the world as multi-platform and open, while Apple does not. He also said that Mac OS X crashes involving Flash are the fault of "the Apple operating system," and said the suggestion that Flash drains battery life on mobile devices is "patently false."



Apple has embraced HTML5 in its mobile devices powered by the iPhone OS, which include the iPhone, iPod touch and iPad. The exclusion of Flash from Apple's mobile platform has been a matter of considerable debate, but many major Web sites have turned to HTML5 since the release of the iPad.



While Apple has kept Flash off of its Web browsers, it also recently changed the iPhone developer agreement to ban third-party tools that would allow software to be ported from other formats, like Adobe Flash, to native iPhone OS software. Jobs said such tools would result in substandard applications on the Apple-controlled App Store.



Apple's changes to its developer agreement could result in an antitrust inquiry from the U.S. federal government. The Department of Justice and Federal Trade Commission have reportedly begun looking into the matter after receiving complaints from developers and Adobe.
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Comments

  • Reply 1 of 447
    maestro64maestro64 Posts: 4,683member
    You got to love wars between companies
  • Reply 2 of 447
    spotonspoton Posts: 645member
    ¨And in this corner, weighing in at 240 pounds...the challenger from Cupertino, California...¨
  • Reply 3 of 447
    yesicanyesican Posts: 46member
    I'm so glad I bought a new 13" MacBook Pro that plays flash rather than an iPad that doesn't.

    For $300 more I got the whole kit and kaboodle.
  • Reply 4 of 447
    postulantpostulant Posts: 1,270member
    Quote:
    Originally Posted by AppleInsider View Post


    but many major Web sites have turned to HTML5 since the release of the iPad.




    Thus this letter.
  • Reply 5 of 447
    postulantpostulant Posts: 1,270member
    Quote:
    Originally Posted by yesiCan View Post


    I'm so glad I bought a new 13" MacBook Pro that plays flash rather than an iPad that doesn't.

    For $300 more I got the whole kit and kaboodle.



    Apple is too!
  • Reply 6 of 447
    wow this must be hurting adobe
  • Reply 7 of 447
    jragostajragosta Posts: 10,473member
    Quote:
    Originally Posted by AppleInsider View Post


    In a letter from Adobe cofounders Chuck Geschke and John Warnock, the chairmen asserted that a "single company" does not control the Web.



    I wonder if Adobe realizes how hypocritical they're being.



    That statement is exactly what Apple is pushing for. Open standards that no one company can control.



    Adobe, OTOH, wants to force people to use Flash even if they don't want to. (Obviously, they're not winning that battle wrt Apple).



    If Adobe really practiced what they preach, they'd have no complaint with Apple. After all, if one company shouldn't control the web, it should be entirely Apple's choice to either support Flash or not - and then customers would decide who wins.



    And that, of course, ignores the fact that there is STILL no version of flash that would run on iPhones even if Apple let it.
  • Reply 8 of 447
    yesicanyesican Posts: 46member
    Quote:

    Originally Posted by AppleInsider

    but many major Web sites have turned to HTML5 since the release of the iPad.



    Really ? Which one's- Virgin airlines?

    Hulu hasn't , NY Times hasn't, porn most definitely hasn't .
  • Reply 9 of 447
    MacProMacPro Posts: 18,471member
    Meanwhile, about Adobe's quality control on Mac products ... Adobe's own support blog is inundated with pleas for help and masses of users reporting serious issues with CS5! I keep getting messages telling me it can't run correctly as Quicktime is missing. This on a Mac Pro with full Final Cut Studio! Sheesh! Oh, and the 'intelligent fill' touted in the teasers for PS CS5 as so amazing... it barely works on most images ... their examples are very carefully selected to work. If this is why you are thinking of upgrading test it first!
  • Reply 10 of 447
    taniatania Posts: 63member
    why is Adobe criticizing Apple for not supporting a product that doesn't exist?
  • Reply 11 of 447
    stevetimstevetim Posts: 482member
    Hope apple hangs tough. As apple sends out it's programming SDK for iPhone for free with exciting new technologies every year, adobe would be at their bank counting cash for the +$1000 forkover fee to develop apps. Adobe, because they are mac biggots, would implement these exciting technologies probably 2-3 years after apple.



    Adobe please quit writing your childish letters and make flash work on mobile devices.
  • Reply 12 of 447
    Quote:
    Originally Posted by jragosta View Post


    I wonder if Adobe realizes how hypocritical they're being.



    That statement is exactly what Apple is pushing for. Open standards that no one company can control.



    Adobe, OTOH, wants to force people to use Flash even if they don't want to. (Obviously, they're not winning that battle wrt Apple).



    If Adobe really practiced what they preach, they'd have no complaint with Apple. After all, if one company shouldn't control the web, it should be entirely Apple's choice to either support Flash or not - and then customers would decide who wins.



    And that, of course, ignores the fact that there is STILL no version of flash that would run on iPhones even if Apple let it.



    i agree...



    they must be really desperate...we love apple? what the f?



    bye bye flash...
  • Reply 13 of 447
    yesicanyesican Posts: 46member
    Quote:
    Originally Posted by jragosta View Post


    I wonder if Adobe realizes how hypocritical they're being.




    ??? Meanwhile Steve Jobs' Disney website it chock full of FLASH.
  • Reply 14 of 447
    postulantpostulant Posts: 1,270member
    .........
  • Reply 15 of 447
    trip1extrip1ex Posts: 109member
    Apple loves Adobe too.



    What they don't love is anyone a creating resource hogging, battery draining lowest common denominator technology that creates a sub-par experience for the consumer.
  • Reply 16 of 447
    stevetimstevetim Posts: 482member
    Quote:
    Originally Posted by yesiCan View Post


    Really ? Which one's- Virgin airlines?

    Hulu hasn't , NY Times hasn't, porn most definitely hasn't .



    Hulu doesn't work on any mobile device ... bad example.
  • Reply 17 of 447
    postulantpostulant Posts: 1,270member
    Quote:
    Originally Posted by yesiCan View Post


    Really ? Which one's- Virgin airlines?

    Hulu hasn't , NY Times hasn't, porn most definitely hasn't .



    Are you always uninformed, TechStud? Don't answer that, rhetorical question.



    http://www.apple.com/ipad/ready-for-ipad/
  • Reply 18 of 447
    Quote:
    Originally Posted by yesiCan View Post


    I'm so glad I bought a new 13" MacBook Pro that plays flash rather than an iPad that doesn't.

    For $300 more I got the whole kit and kaboodle.



    What does this have to do with the article?
  • Reply 19 of 447
    mdcatmdcat Posts: 79member
    Quote:
    Originally Posted by Postulant View Post


    Thus this letter.



    A major British newspaper's (the Independent) website not only uses flash

    throughout but also embeds advertising links in the text every so

    often so you can't copy and paste the text into Mail (you have to pay

    to be able to e-mail an article from their website)
  • Reply 20 of 447
    kerrybkerryb Posts: 270member
    Grow up Adobe, next you will be signing you ads with happy faces and tear drop emotives. Apple has publicly challenged your company to put your coders to work and produce a product that runs on mobile devices. What have your done these past 3 years is ignored the future of technology and kept Flash performance on Windows PCs your priority. Apple has publicly called you out on this and you get all victim like telling the world how you really love Apple but you don't like be bullied. How lame!!!
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