Following rather straightforward Mr. Jobs’ address “Thoughts on Flash”, somewhat ambiguous advertisement campaign — “We Love Apple”, fired by Adobe, spotted the Financial Times and Wall Street Journal last Friday. The industry giant Adobe, Inc. unwilling to put up with Apple’s projections about the death of Flash – a major Adobe’s business – is turning other cheek.

The ‘love’ ads, themed exactly like the famous “I Love New York” logo, have already populated the San Jose Mercury, as well as Wired and TechCrunch. Thus, the incompatibility issue – known to techies, about Flash files not playable on iPhone or iPad, got a lot of public attention these days.

The companies’ confrontation is gearing up further as Apple shoots back with their “We * Adobe” ad. The missing word due to the obvious Flash player failure (judging by the icon – see the ad below) leaves us to ponder which feeling Apple is trying to convey.

Adobe arguments that Apple is, therefore trying to take over the Word Wide Web, prohibiting Flash support. While Apple claims that Flash technology is not reliable and trashes devices battery life.

The question about the battle winner remains still open.