The day before Samsung launches the Galaxy S4, Apple executive Phil Schiller has stuck the boot in, dissing Android phones to the press.
Speaking in a rare interview with Wall Street Journal, Schiller took the opportunity to blast Google's operating system branding it 'fragmented'.
Claiming four times as many iPhone users switched from Android, Schiller alleged his own research proves the shift is in Apple's favour, not the other way around.
"When you take an Android device out of the box, you have to sign up to nine accounts with different vendors to get the experience iOS comes with," he said.
"They don't work seamlessly together."
Praising Apple's iOS experience, Schiller's dismissal of Android will no doubt increase public interest in tomorrows Galaxy S4 launch.
Samsung has already offered a sneak peak of the smartphone through Twitter this week, and it seems Apple's attempts to diss its rival may show insecurities in its own brand.
Or maybe just a chance to stick the boot in?
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