The press may have become fixated with the personal side of Apple's – and, indeed, Steve Jobs' – dispute with Adobe, but its the technological aspect that continues to drive the debate forward.

As such, it will be interesting to see how Apple responds to the furthering of Adobe's relationship with mobile advertising start-up Greystripe.

The two parties have now announced that they are working on bringing both app and web-based Flash ads to iPhone, iPod touch and iPad by converting them into HTML5.

Hassle free HTML5

The process – which is also being developed for Android – will require no input from advertisers or publishers, but instead looks will transcode Flash seamlessly into HTML5 when it detects the ad is being viewed on a mobile without Flash support, such Apple's Safari browser.

It marks an extension of the partnership between the two bodies, with Greystripe having already enabled advertisers to use Flash-based technology in apps by changing their nature on the front-end while retaining the behaviour of the rich media.

Adobe itself isn't adverse to HTML5. CTO Kevin Lynch used the I/O conference last month to reveal that the firm is actually working with the platform, with Lynch himself proclaiming it as a "great move forward for video on the web".
TechCrunch