It was always going to happen, right? 9m pre-orders (more than were placed for the iPhone 4S) and a huge advertising campaign for the Samsung Galaxy S III... an iPhone-killer (pardon the cliche) if ever there was one. Who'd be surprised that Apple would try to get it banned from sale?
Buoyant after a recent win against HTC and with the late Steve Jobs' promise to go "thermonuclear" still reverberating around its Cupertino HQ, Apple has now filed a motion against Samsung's latest flagship device, claiming two of its patents have been infringed. It wants it banned in two US cities.
The two patents in question relate to the variety of universal search employed by Apple's Siri voice assistant, and how certain bits of data like phone numbers, email addresses and hyperlinks are detected automatically.
There is a bit of good news (if you can call it that) for Samsung in that this action effectively kills off the chances of a pair of other complaints Apple threw in its direction back in February from being upheld.
That suit, relating to the slide-to-unlock action and auto completion features of the Samsung-made Google Galaxy Nexus, now seems likely to fall by the wayside.
The irony here is that until recently, Samsung and Apple were planning on sitting down and trying to find a way to put aside their differences, though admittedly only after a judge had ordered them to. That clearly is not happening now.
And while Apple boss Tim Cook himself has described patent disputes as a "pain in the ass", it's clear Apple is clearly going to do all it can to knock Samsung off its perch.