Sony Australia boss Michael Ephraim has revealed that Apple has now become a lot more "arrogant".
While Ephraim didn't mention the firm by name, the clues he was giving to the firm he was referring to was all but obvious.
Asked on its ad campaign in the country, Ephraim said: "Our campaign in Australia is in line with Europe, and we really love it, it's called 'the game is just the start'. It really is saying that the games are just the start, look at all these other things."
He then goes on to say in the interview with Digital Life: "But I don't think we are arrogant anymore. I think we can name a company that is a fruit that is in the news a lot about their arrogance, I think they have taken the mantle from us, if we were ever arrogant! I don't think we were arrogant."