We’re living in a cross-platform world right now: people may use a digital service across an Android smartphone, iPad tablet, Windows-powered computer and a Samsung TV for example. It’s no surprise that some of the services that run nicely across multiple platforms are keen to stress that in their launch press releases then. Be warned: Apple may not be too keen on the idea. Cloud storage app Glide has taken the risky step of sharing with a journalist an email that may hold Apple’s controlling tendencies up for ridicule. “The tone of your release and your product positioning is at odds with not just our primary marketing messaging, but the entire reason Apple exists,” wrote an Apple developer relations exec. “To wit, you are quoted in the press release as saying “Consumers really don’t care that much what platform they are on…” Our drive, our passion, our singular focus on creating the best products we can make is rooted in the fundamental belief that customers really do care about the products in which they invest their time, money, and energy.” And a marvellous conclusion: “Our experience is that customers are interested in apps that help them get more from their iPhone, that give their cherished, chosen device exciting new functionality that fits their mobile lifestyle. I’d encourage you to recast your messaging in this positive, affirmative way.” Magical.