Microsoft enjoys a position of strength in the desktop operating system market, but the smartphone battlefield is another matter. With Apple's iPhone 5s announcement today, the company decided to take the underdog role in stride and poke fun at the name of its competitor's device.
In a tweet posted from the official Windows Phone account, Microsoft touted the Nokia Lumia 1020's 41-megapixel camera as one of the advantages in its product lineup, poking fun at name of the just-announced iPhone 5s in the process. The message was posted almost immediately after the iPhone 5s was announced – not particularly surprising, given the smartphone's name was leaked in advance of the iPhone event.
The tweet isn't the first time Microsoft's stoked the flames of the smartphone war, as its Windows Phone commercials have encouraged Android and iPhone users to switch before, with its most recent commercial also touting the Lumia 1020's camera. Additionally, Microsoft released a "Switch to Windows Phone" app for Android smartphones in April, one of its earliest salvos against Google's mobile operating system.
Not to be outdone, Nokia quickly tweeted an image of its range of colorful Windows Phone products after the iPhone 5c announcement, implying Apple's low-cost smartphone was copying the company's Lumia style.
Nokia has been unabashed in its attacks against smartphone competitors, recently positioning trucks touting the Lumia 1020 in front of billboards for Samsung's Android-powered Galaxy S4 Zoom. The company also took offense to fellow Windows Phone manufacturer HTC's use of color in its smartphones, implying the Taiwanese company was trying to imitate the Lumia line.
Rumors spread that Nokia was considering suing HTC, though no paperwork was ever filed.