Apple CEO Tim Cook has taken a shot at Nokia and Microsoft in a recent interview with Bloomberg Businessweek.
Nokia is currently in the process of being taken over by US technology giant Microsoft, and Cook believes the Finnish smartphone manufacturer only has itself to blame for its demise.
"I think [Nokia] is a reminder to everyone in business that you have to keep innovating and that to not innovate is to die," he said.
The deal, which is worth €5.4 billion (£4.6 billion), was announced earlier this month and took much of the technology world by surprise.
Despite Android and iOS dominating the smartphone scene, Windows Phone has been making steady progress of late, leapfrogging BlackBerry in recent times.
This spread has been largely attributed to the quality of Nokia's Lumia smartphone line-up, and it was previously thought that the company was considering ditching the Windows mobile operating system for Google's software offering, with vice president Bryan Biniak voicing his frustrations with the threadbare Windows Phone store in late July.
Apple's recent launch of the iPhone 5S and iPhone 5C was met primarily by disappointment, with company shares diving five per cent in the immediate aftermath of the big reveal, despite the new flagship's implementation of a fingerprint sensor. The pair of handsets will be released to the world tomorrow.
Nokia's takeover is expected to be completed in early 2014.