Some days it seems tech companies like nothing more than getting their hands dirty. No sooner are Google, Apple and others in all sorts of legal trouble for allegedly agreeing not to poach each other’s staff, than Apple gets its fingers appropriately soiled for Earth Day by taking out a full-page ad for a not-so-subtle dig at its arch rival Samsung.
The ad, tweeted by British tech journalist David McLelland, appeared in The Guardian and on the Metro’s back cover this morning. In suitably large type, Apple says it wouldn’t mind companies copying its renewable energy policies, above a photo of the huge solar farm that powers its North Carolina data centre.
Apple ad on back cover of this morning's Metro: 'There are some ideas we want every company to copy'. pic.twitter.com/RNbgBNtjHZ
It’s a pretty obvious dig at Samsung, with whom Apple is engaged in an interminably tedious legal battle over claims the Korean electronics enormity copied iPhone features in its Galaxy smartphones (although many accuse Apple of copying most of what it does and packaging it up prettily).
While the Mac-maker is doing its level best to come over all green and cuddly, with a slick new website and cheesy video narrated by chief exec Tim Cook, it can’t have escaped it that the ad was somewhat petty. Obviously going for racking up column inches rather than appearing above the fray then.