Software major Adobe has hit back at Apple over the latter's refusal to allow its widely used Flash video product to run on smartphone iPhone and tablet computer iPad, says a media report.

According to 'The Times', Adobe placed advertisements on popular technology websites and in major US newspapers responding to Apple Chief Executive Steve Jobs' criticism of Adobe technology.

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The report said Adobe displayed in the ad 'we (heart) Apple'. It further hit back with an ad campaign saying 'What we don't love is anybody taking away your freedom to choose what you create, how you create it, and what you experience on the web'.

The spat between the two companies burst into the open when Jobs published a letter, branding Flash a failure on mobile devices.

Flash is the most widespread video player technology on the web, used by millions of websites for games and videos.

Apple has never allowed Flash on the iPhone and the new iPad also does not support the technology, prompting complaints from users and reviewers.

"We believe that Apple, by taking the opposite approach, has taken a step that could undermine this next chapter of the web — the chapter in which mobile devices outnumber computers, any individual can be a publisher, and content is accessed anywhere and at any time," Adobe's co-founders Chuck Geschke and John Warnock published an open letter defending Flash.

Jobs said that the main reason for not allowing Flash was that it put a third party between Apple and software developers. That meant that developers could take advantage of improvements from Apple only if Adobe chose to upgrade its own software, the daily noted.

Further, he said that Apple controlled all aspects of the software and hardware of its devices to produce a better consumer experience.

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