Adobe targets Apple in ad campaign launched today, publishes open letter from founders
By Joshua Topolsky 
posted May 13th 2010 7:50AM
posted May 13th 2010 7:50AM
So, it's clear this issue isn't going to die out any time soon, and it's also clear that Adobe is going to go to great lengths to defend and protect its cash-cow. Of course, if they really want this message to hit home to the core iPad and iPhone users out there, they're going to need to run that ad in HTML5.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. 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.
When markets are open, anyone with a great idea has a chance to drive innovation and find new customers. Adobe's business philosophy is based on a premise that, in an open market, the best products will win in the end - and the best way to compete is to create the best technology and innovate faster than your competitors.
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.
In the end, we believe the question is really this: Who controls the World Wide Web? And we believe the answer is: nobody - and everybody, but certainly not a single company.
Note: As you should know, the ad sales and editorial teams at Engadget are separate entities, so this campaign was as much a surprise to us as it probably is to you!
The Flash wars have only just begun
@Lord Vader
Matthew 5:44
@Lord Vader Your lack of flash disturbs me.
@Lord Vader
I agree with adobe here. Maybe it doesn't run well, but if the web is to be truly open,then it should be open to all technologies, proprietary or not.
One company shouldn't dictate what you see on an open web and what you don't.
@pvito Get your Bible outta here.
"As you should know, the ad sales and editorial teams at Engadget are separate entities, so this campaign was as much a surprise to us as it probably is to you!"
LOL at the Engadget editorial trying to cover their ass... It's okay, you don't have to be on Apple's side!
@Lord Vader But, soon it will need to be over and it will be all "Apples and Flash Cream" again.
Reunited and it feels so good
Reunited 'cause we understood
There's one perfect fit
And, sugar, this one is it
We both are so excited
'Cause we're reunited, hey, hey
An iPhone without Flash is like an ocean without water. Like a dog that can't bark. Like Sprint without the EVO.
By the way, did you know what Best Buy is now accepting pre-orders of the EVO? EVO + FROYO + OREOS = WHO NEEDS APPLE?
@Lord Vader
ClickToFlash ftw
@zeroinfinity2. Although i do believe in dictatorships, i too, believe only I should be able to make the decisions around here, not some company named after a fruit. I would make every single electronic company put an open software market on their devices, meaning the end of incompatibility. And i would let them put ads to gain revenue wherever they please. In exchange for a slave-per-ad of course
@Lord Vader
Lord, I love your witty comments. They are true, swift and so noble. Know that we root for you to always kick ass in the hood!!!
@zeroinfinity2 You could just not use an iPhone, iPad, or iPod. The consumer does have the power to choose, and in the most effective area possible, where they spend their money. Adobe talks about how having the best technology will allow you to compete, and Apple has the best technology in the eyes of consumers when it comes to the mobile space. I agree that they can be a bit ridiculous when it comes to control and I would love to see flash on one of these devices, because otherwise they are quite good. When it comes down to it though they have great products that aren't necessarily as open as, say, Android. If that is a big deal to you buy an Android phone. That's what I did and apparently it is what a lot of people are doing.
@wemustcontrolpeople Jesus loves you.
@Lord Vader. I'm thinking of overthrowing Emperor Jobs today. Anyone agree with my decision?
@Lord Vader
No one is taking away anyone's freedom to do anything. It's an unfair oversimplification masquerading as a populist statement of Natural Rights.
@Warai
I do agree with you, however Apple then should just say that they don't like adobe instead of being preachy about open standards and web freedom and other buzzword that are being thrown around lately.
@Lord Vader
First picture is cringe worthy. If Adobe is in love with Apple, then why does my Macbook sound like a jet plane every time I visit the open web?
I'm sure even you, Lord Vader, would agree the message should be one of hate, fear and anger... not of "love".
@Lord Vader
Sign me up. I already have my elite crew of epic ninja-pirate skywarriors ready to be deployed to Cupertino at a moments notice. Just give the command and they shall be deployed
@Lord Vader
"Where is my FLASH-light? I think Apple is entering the Dark Side, no more Adobe products for us, photoshop, premiere, illustrator, flash, and you know WE BLEW IT"
Steve Jobs
@michaelwub. You know me too well, commander wub. But Apple (who formed a coalition with the Empire not too long ago) has, just today decided to become a Dictatorship leaving me second to Emperor J and officially with no power in Apple anymore, instead i am now the representative of the Empire. I will not stand for this, I should be the only one with power. I am pleased to know you are still faithful to the Empire, Skyblaze, those skywarriors will serve us well
@Lord Vader Cool, but what if I want my device my company created to run flash? I have to wait for Adobe to create flash that works, and what if they don't feel like it?
@TikiTeko An iPhone without flash isn't like an ocean without water. You can't miss what you never had. So an iPhone without flash is like an iPhone. It sold without it, it will continue to sell.
@Lord Vader Jobs said: Fact is, Apple/Jobs hit the nail on the head perfectly, and Adobe doesn't like it. It is time to move forward with better, open technologies, Moving on, means not throwing flash -- but rather, improving it. Reactions. http://j.mp/steve-jobs-v-apple-review
@zeroinfinity2 Apple don't like Flash because it's rubbish.
@Lord Vader WHHHAAAAAAAAAAAHHHH!!!!!!!!
@Lord Vader "Although i do believe in dictatorships, i too, believe only I should be able to make the decisions around here, not some company named after a fruit." But you do have choice. Don't buy the PRODUCT. If Apple is doing such wrong for the World Wide Web, then they will fail and case closed. Yo can't force companies to do what you want! Although I'm sure if the masses didn't buy the iEco System then Apple may change their tune with Flash. Get off the soap box and just go buy a mobile product that plays Flash...oh wait there are none yet. It's funny that if Flash was on the iPhone and sucked you would probably be bashing Apple for having a shitty device. Vader it's a free market..deal with it or go out and make your own product.
P.S. the Dark Side does rock!
@TikiTeko Ughh Evo= Sprint .. Shit coverage
@Lord Vader
I kinda like this whole apple-no-flash thing. I used to use the resource hog /super buggy linux closed source flash viewer a lot. And it used to be so frustrating that half the websites out there relied on flash. I have no intention of using an iphone or ipad ever. But I'm glad that apple is doing it's part to point out that adobe sucks at writing flash viewers on other platforms. It's nice to keep some computer resources for other tasks!
@michaelwub
Your macbook believes it can fly!
@eyerot No, it's not over-simplified that the RIAA/MPAA and DRM prevents my freedom to do what I want with content I "license" rather than "own".
Oh look, the definition isn't required to be under the powers that be of the government.
Freedom- * the condition of being free; the power to act or speak or think without externally imposed restraints
http://www.google.com/search?q=define%3Afreedom&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a
Freedom can be in conversations concerning parent-child relationships, romantic relationships, corporate relationships, consumer relationships...essentially any relationship, including (though not necessarily) government relationships.
@Lord Vader +1
@Lord Vader
if i could publish my Flash CS4 project to Html5 id have no problems. Problem is HTML5 can not handle anything that complex...
HTML5 is not the answer. Tweaking Flash is.
@Dig Deep
All the cool shit that Flash can do we should just disregard and go back to the stone age just because Steve Jobs doesn't like Flash?
This guy might be experienced mental issues as well.
@potskerry
I'm on adobe's side here. The fact is that Apple is taking away choice. This isn't about mobile internet porn, this is about how apple got rid of flash for developers. The real reason apple doesn't like adobe is because flash on the iPhone is less profitable.
What I love the most is how steve-o is pushing for html5 when in reality his average customer doesn't even know what that is and doesn't care. But I bet that customer knows what flash is!
@Lord Vader
The Flash Strikes Back.
@zeroinfinity2 I totally agree. However, Apple makes the most innovative products and the other companies, while their products are decent, they are just not that innovative. The Microsoft Courier could have been an exception to that rule, but we all know where that went. Until companies start coming out with more unique, innovative products to compete against apple, then apple is going to be able to dictate exactly what we see and what we see it with.
@Lord Vader I wonder who will take Apple's side? It isn't very sound to state that Apple is dictating whether the web should be open or not, they are merely inferring what functions well on their devices. Apple asked Adobe before the first iPhone to improve it's performance on mobile devices and they didn't do so in a timely manner. Take for instance the demo that was on the web a few days ago that showed Flash crashing a browser two times in a row. Adobe should make a rock solid platform on mobile devices and then accuse Apple of not allowing their software to run on Apple's products.
@zeroinfinity2
See though... Even microsoft had stated that flash is not going to be in the future.
http://www.businessweek.com/the_thread/blogspotting/archives/2005/10/remember_market.html
http://www.podcastingnews.com/2010/05/03/microsoft-hates-flash-too-and-for-the-same-reasons-as-apple/
@zeroinfinity2
Apple isn't dictating what you see on the web. You have a choice to use another platform. Apple isn't taking Flash away from everyone who uses the internet. Only users on its OWN MOBILE platform. I can still see Flash on my desktop Safari browser. I just choose not to see Flash in most cases since I use ClickToFlash.
On the other hand, Adobe has no right to dictate to Apple what it can and cannot use on its own platform. If that's the case, Apple should be able to dictate to Adobe to develop a set of HTML5 tools that are equal to Flash for platforms that don't actually want to use plug-ins.
Apple had never started a campaign telling any other mobile platform not to support Flash. Apple only said it doesn't want to use Flash on its own platform because of their stated reasons whether they be true or not. Adobe could easily have gone on about its business developing Flash for all the other platforms without a single word or concern about Apple's decision.
@Lord Vader BUT JOBS WAS THE CHOSEN ONE!
@Mike Vick I come here just to read Lord Vader comments.
@Lord Vader
I'm curious how Adobe can claim "consumers should be able to freely access their favorite content" just after they announced support for output blocking in their proprietary DRM.
@MosesusedaniPad Well said!
@myonlinelifenow Which is somewhat correct, but (as far as I know) Apple isn't asking the Federal Government to step in and force Apple to allow Flash on the iPhone. They are well aware you can't force a company to do something like this legally. So instead of using legal pressure to ensure their platform's survival, they're using public pressure, hoping this campaign will fire up consumers, who (Adobe hopes) will bitch and moan loud enough to force Apple's hand. And is there anything wrong with that? Don't get me wrong, its very annoying when Flash turns my laptop into an oven, but you can't be mad at Adobe here. They're not laying belly up begging the government to save them. They're simply using same channels that Apple and every other major company uses to get what they want.
@revoltracers Engadget is so cute when they try to act unbiased.
@Lord Vader
Flash usually triumphs over my CPU... Yea I'm using a Mac, how did you know ?
@Darth Vadar That's because Microsoft has a Flash competitor called Silver Light. They are more than happy for flash to fail and Silver Light to come to prominence in it's place.
@Lord Vader
Adobe is clearly holding itself to a double standard. Their letter says no "one company" should determine the web standard, yet it is ADOBE that controls the current standard for viewing all multimedia content on the internet. Hypocritical much?
@eyerot
"No one is taking away anyone's freedom to do anything. It's an unfair oversimplification masquerading as a populist statement of Natural Rights."
agreed 100%.
@Lord Vader
Oh come on, there's still good in you! I know there is!
@MosesusedaniPad
Well, said. The way I look at it, Adobe is asking other vendors to support the open standard AND make an exception to support their Flash as well. I love many things from Adobe, but this argument is really childish. Apple simply said that their mobile device is not suitable for such heavy load tasks and they don't plan to support any non-open web standard, it's really not towards Adobe's Flash only.
The famous section 3.3.1 thing is a different issue. Adobe might have a chance there. But if they try to mix these two issues together, it might end up damage themselves.