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.
Original story continues:
Nokia UK was quick to joke on Twitter about the latest iPhone 5C being an 'imitation' of its bright Lumia phones.
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.
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.
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Patrick Goss is the ex-Editor in Chief of TechRadar. Patrick was a passionate and experienced journalist, and he has been lucky enough to work on some of the finest online properties on the planet, building audiences everywhere and establishing himself at the forefront of digital content. After a long stint as the boss at TechRadar, Patrick has now moved on to a role with Apple, where he is the Managing Editor for the App Store in the UK.