With a plethora of smartphone choices in the marketplace Apple has taken to the air waves again in a show of oneupmanship with the holiday season in full swing. This time however, Apple has not been so bold as to name it's rival, perhaps that's because there are multiple targets? It'll be interesting to see how the competition reacts and who will fire the next volley? Will Google stick to it's "do no evil" motto or will Microsoft see this as an opportunity to shoot back for the I'm a Mac... I'm a PC ads in the wake of the recent iPhone security problems?