At its 'new' iPad launch event, Phil Schiller (Apple's VP of worldwide marketing) took to the stage and began claiming Apple's A5X chipset can produce 4 times the graphic capabilities than Nvidia's rivalling Tegra 3.
"We don't have the benchmark information," said Nvidia's Ken Brown to ZDNet.
"We have to understand what the application was that was used. Was it one or a variety of applications? What drivers were used? There are so many issues to get into with benchmark.
"At some point it will become more clear what the performance really is. For now, Apple has a really generic statement."
And what a statement. Not only is Apple claiming their new chipset is better than the current Nvidia chipset, they also allege the older A5 chip is twice as good as Nvidia's Tegra 3. Mind you, Apple was rather quiet when it came to the Tegra 3's 4-plus-1 processor.
The real tragedy is that the tests could be skewed to favour Apple and that-even if the A5X does outperform Nvidia's Tegra 3-it may not be by as much. Unfortunately the damage is already done with the claim now parading around public thought.
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But Phil Schiller said it is capable of four times better graphics Apple enthusiasts will say.
Asus' Transformer Prime is one of the Android tablets currently using Nvidia's Tegra 3 chipset. Following Apple's claims the company turned to Twitter to vent a cheeky rebuttal.
Nvidia also responded with its own statement on the matter, choosing to take the moral high ground: "It's nice to hear Apple compare themselves to Tegra 3. It truly underscores the importance of graphics, which is what we've been saying all along."
Keep an eye on this space for updates.