Timing is everything. Senior Apple execs like marketing boss and VP Phil Schiller have called Android fragmented before, and certainly are no stranger to criticising Samsung.
But on the eve of the launch of the Samsung Galaxy S IV the broadside suggests Apple is feeling the heat ahead of a product that's likely to cement Samsung's title as the maker of the world's best smartphone.
Disagree with that if you will – you certainly won't be alone. Schiller, for instance – who launched Apple's iPhone 3GS while former CEO Steve Jobs was on medical leave of absence a couple of years ago – is clearly not a fan of Samsung's finest, or the operating system it runs.
“With their own data, only 16 percent of Android users are on year-old version of the operating system,” Schiller said in a Reuters interview published yesterday. “Over 50 percent are still on software that is two years old. A really big difference.”
Warming to his task, Schiller pointed to the Galaxy S IV is the ultimate child of this fragmentation.
“And that extends to the news we are hearing this week that the Samsung Galaxy S4 is being rumoured to ship with an OS that is nearly a year old. Customers will have to wait to get an update.”
Not only that, though, but he said iPhone users actually use their phones more than people who own Android devices, and that Apple's research suggests four times as many consumers are switching to iOS from Android than are going the other way.
“At Apple we know that it's not just enough to have products pumped out in large numbers,” he added. “You have to love and use them. There is a lot of data showing a big disparity there.”
If all that is true, Apple has nothing to worry about from the Galaxy S IV. Wonder if Schiller will be watching tonight.