Adobe addresses Apple in new ad campaign as Adobe co-founders publish open letter

Thu, May 13, 2010


Unless Adobe releases some sort of magical version of Flash that all of a sudden runs swimmingly on mobile devices, you can bet your bottom dollar that Apple will never support it on the iPhone or the iPad. Hell, even if mobile Flash becomes robust and extremely popular, Apple will still probably choose not to support it.

But that can’t stop Adobe from trying, even if it’s now finally starting to sink in that they’re fighting a losing battle. With Apple’s line in the sand firmly drawn, Adobe recently took it upon itself to sway the sentiment of public opinion. Earlier today, Adobe began running an online ad campaign on sites like Engadget that proclaim their love of Apple, but their displeasure at what they categorize as Apple’s attempt to control how people develop applications and how users experience the web.

Upon clicking on the ad, users are then whisked away to a letter penned by Adobe Co-founders Chuck Geschke and Jon Warnock titled, “Our thoughts on open markets” – an obvious rebuttal to Steve Jobs’ “Thoughts on Flash.”

Check out the full letter after the break:

The genius of the Internet is its almost infinite openness to innovation. New hardware. New software. New applications. New ideas. They all get their chance.

As the founders of Adobe, we believe open markets are in the best interest of developers, content owners, and consumers. Freedom of choice on the web has unleashed an explosion of content and transformed how we work, learn, communicate, and, ultimately, express ourselves.

If the web fragments into closed systems, if companies put content and applications behind walls, some indeed may thrive — but their success will come at the expense of the very creativity and innovation that has made the Internet a revolutionary force.

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.

That, certainly, was what we learned as we launched PostScript® and PDF, two early and powerful software solutions that work across platforms. We openly published the specifications for both, thus inviting both use and competition. In the early days, PostScript attracted 72 clone makers, but we held onto our market leadership by out-innovating the pack. More recently, we’ve done the same thing with Adobe® Flash® technology. We publish the specifications for Flash — meaning anyone can make their own Flash player. Yet, Adobe Flash technology remains the market leader because of the constant creativity and technical innovation of our 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.

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.

via Engadget



1 Comments For This Post

  1. Mike Gibbons Says:

    Abobe give it up – you’ve got solid software – like a PC it does the job nothing magic – almost everything about Apple is magic -I love turning on my MAC in the morning – not so much my CS – Love Apple? come on you’ll lose this battle nobody really gives a shit about Adobe, so they? You should have jumped in with Apple – make some magic instead of noise.

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