It was bound to happen. We've already commented on the perceived similarities between the Nokia Lumia 820 and 920 Windows Phones and the HTC 8X and 8S launched yesterday.
And now Nokia has too, though in much less polite terms: product manager Chris Weber has taken to Twitter to deliver a catty put-down: “it takes more than matching colour to match the innovation of the Lumia 920.”
Weber reckons the HTC duo are little more than a tactical rebrand, even calling their arrival “good news”.
This is the same Weber who recently aimed a wizz at Samsung's chips by calling on the Koreans to “take note” of Nokia's upcoming Lumia unveiling. Clearly the new Nokia doesn't like close competition.
Ultimately, though, you have to question whether Microsoft's doesn't have a bit of explaining to do here. Since the strategic Windows Phone partnership was announced 18 months ago, no sooner is Microsoft boss Steve Ballmer heard talking up the “special relationship” with Nokia than up he pops at a Samsung or HTC event waxing lyrical about their own special place at the Windows Phone teat.
He was at it again at the HTC launch event, describing the HTC 8X (or the “Windows Phone 8X by HTC”) as a “signature” device for the platform. No wonder Nokia's back is up.