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Adobe Attacks Apple… With Love

2:05 PM -- The battle between Apple Inc. (Nasdaq: AAPL) and Adobe Systems Inc. (Nasdaq: ADBE) is raging on and moving from just words to full-out campaigns, although not with the messaging you might expect. (See Jobs Offers 6 Reasons Adobe Sucks and Adobe Fires Back: We Don’t Need Apple.)

Rather than criticize Apple outright, Adobe is reminding the industry of all the things it stands for and all the things it loves: openness, creativity, innovation, the Web, developers, Flash, apps, and even Apple. OK, well... they do criticize Apple, too, just not outright.

“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,” reads the conclusion of Adobe’s campaign.

Adobe also launched a new Website, called Choice, to support its cause. The site includes more of the love verbiage, the "truth about Flash" and a letter from Adobe’s founders. Chuck Geschke and John Warnock's eight-paragraph letter only mentions Apple by name once.

The issue at hand is Apple’s exclusion of Flash software from its products, but the battle has taken on a life of its own to encompass larger issues of openness, delve into the companies’ sordid history together, and even contribute to an antitrust inquiry against Apple. (See Apple, Apps, Ads, Antitrust & Adobe.)

With all the back and forth, the fight is frankly starting to get a little confusing. It certainly won’t be over anytime soon.

— Sarah Reedy, Senior Reporter, Light Reading Mobile

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