We've known about Apple's move to embrace a world of colour with the iPhone 5c for a while now, but it didn't stop Nokia wading in with a bit of Twitter self-congratulation in the wake of Apple's launch event yesterday.
You see, Nokia reckons the spectrum of five colours Apple has gone for combined with the iPhone 5c's general design has resulted in something more than a little similar to its own Lumia line of Windows Phones.
Now first of all, let's be honest: there is more than a passing resemblance between what Nokia calls light blue and what Apple does. I suspect both are quite similar to what you or I would call light blue.
Sure, they're both specifically dressed in coloured plastic, which Nokia's Lumias have popularised, but then again they also both have touchscreens and can download apps, which Apple surely deserve a bit of credit for.
Now don't get me wrong – I'm not missing the point here. Nokia isn't saying Apple is copying its ideas, and it's not like we'll be seeing lawsuits on the back of this or anything.
It's just saying that when the most iconic single product on the market follows a design trend you're responsible for, you're surely doing something right. And to be fair, Apple shouldn't be able to get away with utter rubbish like “we said no to thousands of seemingly acceptable colours before saying yes to five with uncommon beauty and depth” without a bit of criticism.
In other words, it's all fair game – assuming Nokia is actually responsible for making colourful phones popular (which is arguable, since Nokia's been doing the colourful thing for a while now, and quite a few of the handsets along the way have been distinctly unpopular).
You could argue, though, that the classier move might have been for Nokia to just keep quiet. You know, since the phone it's talking about is the most successful smartphone in history, and the “imitation” it's so “flattered” by is arriving on the back of Nokia having been bought out after countless examples of failing to embrace real innovation?
But yeah, well done on the colours, guys.