Adobe shows Apple some tough love

NEW YORK, USA: Adobe is firing back at Apple with love.

Adobe has hit back hard at Steve Jobs and Apple over his refusal to allow the company’s widely used Flash video product to run on the iPhone and iPad.

According to media reports, Adobe has placed advertisements on popular technology websites and in major US newspapers responding to the Apple chief executive’s outspoken criticism of Adobe technology, which, he said, caused Apple products to crash and drained their battery life.

Adobe recently launched an ad campaign that gushes "We Love Apple," though after listing all the things the companies have in common it ends by scolding Apple for blocking technological freedom of choice.

The ad campaign, which promotes "freedom of choice," is the latest volley fired between Adobe and Apple in their epic fight over Flash support.

The ad itself ticks off a list of things Adobe loves, such as HTML5, all devices, creativity and innovation.

It concludes, "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."

In April, Apple Inc chief executive Steve Jobs had sharply criticized Adobe Systems popular Flash multimedia software, calling it unreliable and ill-suited for mobile devices.

In an open letter entitled 'Thoughts on Flash,' Jobs had laid out a laundry list of complaints about the technology, raising questions about its security, 'technical drawbacks,' and power-management.