Update: And the cheeky gambit paid off: Nokia's sardonic thank you tweet received over 38,000 retweets which, a Twitter insider says, makes it one of the top marketing tweets in the history of Twitter.
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The message, accompanied by a picture of its Nokia Lumia Windows Phone range and the phrase 'imitation is the best form of flattery' simply added 'Thanks, #Apple ;)'
Obviously the tweet was timed to pick up some free publicity from the stream of Apple tweets as its launch event took place - and given that we've written about it, it's clearly worked.
Nokia's mobile arm was recently snapped up by Microsoft, with chief executive Stephen Elop moving back under the Microsoft umbrella.
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Apple's iPhone 5C is a plastic version of the iPhone 5, aimed at the more budget end of the market and it is likely to be a competitor with many of the Lumia range.
Good natured rivalry or real fear of competition? Whatever the case, there's no denying that a real rivalry has already brewed and is now going public.