Adobe co-founders Chuck Geschke and John Warnock have published an article entitled 'Our thoughts on open markets' - a direct response to Apple CEO Steve Jobs' recent 'Thoughts on Flash' piece.
In his piece, Jobs wrote: "Adobe claims that we are a closed system, and that Flash is open, but in fact the opposite is true."
Geschke and Warnock disagree. "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," they wrote.
"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."
The pair finish off by suggesting that Apple's approach "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".
The piece is backed up by a new advertising campaign, with the slogan 'We Heart Apple' (with the 'heart' being an actual heart).