The reason is an escalation in Apple’s long-running battle with Adobe over its Flash platform. Apple’s latest move bans any content generated using Adobe’s Flash software from its App Store. Flash is one of the most commonly-used systems for creating rich, interactive content.

This might seem like an esoteric spat between two tech Titans but the latest turn in this long-running dispute will be a special blow to magazine and newspaper publishers, and to book publishers who were hoping the iPad would open up textbooks and illustrated books unsuited to the more basic Amazon Kindle-style ebook readers. Ironically, this ban looks like it might catch out some of the high profile magazines and newspapers, such as Wired and the New York Times, that have been trotted out in the past few weeks to show off the iPad’s capabilities.
Publishers (and indeed other media companies such as video and game developers) are heavily invested in Adobe’s applications for creating their content. They don’t want to learn new tools, they want their existing tools to take them into the new media.

So Adobe’s strategy with its Flash platform — to make rich media content available on any platform without having to produce a different edition for every device out there — promised to take a big burden off publishers and open up their content to the whole market. Until Apple came along with the iPhone and now the iPad.

Apple refused to host Flash on these devices. Now that these devices are ruling the mobile web roost, their Flash no-show leaves a big hole in this tidy strategy, moving this spat from an irritation to a serious business problem for content developers.

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