Apple seems to have a new nemesis besides South Korean tech giant Samsung. The Cupertino-based firm's new rival is fellow American company Microsoft, which has stepped up its attack on the company that just launched the iPhone 5C and 5S.

First, Microsoft offered a gadget trade-in programme in which it offered a minimum $200 stores credit to owners of iPads in the U.S. and Canada.

The promo applies only in U.S. and Canada Microsoft Store locations and covers the models iPad 2, 3 and 4. Those who want to avail of the promo must also bring the iPad power cord. The iPad to be traded must non-password protected.

The deal is until Oct 27, Sunday. The $200 credit could be used to buy a Surface tablet or other Microsoft products, which means those who avail of the promo would still need to shell out extra cash since the cheapest Surface RT tablet is at $350 for the 32GB model.

The programme is Microsoft's way of clearings it large inventory of Surface RT and Surface Pro tablets that appear unpopular with consumers and amid the launch of the second-generation Surface tablets on Sept 23, Monday.

The other Microsoft attempt to diss Apple was the release of the following anti-iPhone 5S and iPhone 5C video which shows stand-ins to represented Apple executives Tim Cook and Jony Ive and two people who are pretending to be Apple workers pitching the new phones.

Microsoft's dislike of the iPhone could be attributed to the first smartphone leading to the iPad which caused a significant drop in PC sales, which in turn led to a fall from Windows revenue.

Realising its folly, Microsoft immediately pulled out the ad, but in the fast-paced world of technology, copies of the video had been made and posted on YouTube. Microsoft also released this statement:

"The video was intended to be a light-hearted poke at our friends from Cupertino. But it was off the mark, and we've decided to pull it down."

Business Insider chided Microsoft with the following admonition: "Instead of mocking Apple and its iPhone, Microsoft should show some humility, put its head down and get to work making a better product."

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