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Apple Makes HTML5 Rallying Call

Apple is again urging developers to get behind HTML5, ramping up efforts to challenge Adobe's Flash.

CUPERTINO, Calif. (

TheStreet

) --

Apple

(AAPL) - Get Report

is again urging developers to get behind the HTML5 Web standard as the tech giant ramps up its efforts to challenge

Adobe's

(ADBE) - Get Report

Flash technology.

The consumer tech giant issued another HTML5 rallying call this week, launching a

"showcase" for the technology

on the Apple Web site, where it's running a number of demos showcasing HTML5's capabilities in areas such as video, image galleries, and typography.

"Every new Apple mobile device and every new Mac -- along with the latest version of Apple's Safari web browser -- supports web standards including HTML5, CSS3, and JavaScript," explained Apple on the site. "These web standards are open, reliable, highly secure, and efficient."

Apple also heralds HTML5's ability to create advanced graphics and animation, a clear dig at Adobe's Flash.

Apple and Adobe are daggers drawn

following Apple's decision

not to offer Flash on its iPhones, iPods and iPads.

Apple CEO Steve Jobs recently hammered Flash

in an open letter that appeared on his company's Web site. The CEO, regarded as a hero by many Apple zealots, slammed Flash's security, reliability, and performance.

At one time, Adobe had a close relationship with the iPhone maker, but the software maker has publicly criticized Apple's Flash stance.

Unfazed, Steve Jobs has continued to beat the HTML5 drum. "Perhaps Adobe should focus more on creating great HTML5 tools for the future, and less on criticizing Apple for leaving the past behind," sniped the Apple CEO in his letter, which appeared in late April.

More Apple vs. Adobe Adobe Flashes Resilience

Apple, of course, wants to steer developers towards its own application base, although there has been speculation that its aggressive anti-Flash strategy could actually work in Adobe's favor.

Adobe,

which has plenty of fans on Wall Street, may now be forced closer to Apple's many competitors, including

Microsoft

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(MSFT) - Get Report

,

Google

(GOOG) - Get Report

,

Hewlett-Packard

(HPQ) - Get Report

and

Dell

(DELL) - Get Report

.

H-P, for example, has already trumpeted the Flash capabilities of its mysterious

tablet device

and Adobe is working with a slew of mobile operating systems, including Google's

Android

and Windows Phone 7.

Last year technology research firm ComScore reported that Flash is installed on more than 98% of Internet-enabled desktops and said that around 75% of online videos are viewed using the technology.

HTML5

is nonetheless attracting plenty of attention, and developers flocked to a presentation on the technology at the recent Google I/O event.

Apple shares dipped $3.52, or 1.34%, to $259.60 on Friday, mirroring the broader retreat in tech stocks that saw the Nasdaq fall 1.33%. Adobe shares also headed southward, falling 78 cents, or 2.37%, to $32.12.

-- Reported by James Rogers in New York

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