Tesla chief Elon Musk has taken a swing at Apple, referring to Tim Cook's company as the "Tesla graveyard".
Speaking to German newspaper Handelsblatt, Musk dismissed claims that Apple is currently poaching important staff from the automotive firm.
"Important engineers? They have hired people we've fired," said Musk. "We always jokingly call Apple the 'Tesla Graveyard'. If you don't make it at Tesla, you go work at Apple. I'm not kidding."
Ouch
Nonetheless, Musk was asked if Apple's interest in the car space posed a concern for Tesla. "Did you ever take a look at the Apple Watch?" was his joking response.
"No, seriously: It's good that Apple is moving and investing in this direction. But cars are very complex compared to phones or smartwatches. You can't just got to a supplier like Foxconn and say: Build me a car.
"But for Apple, the car is the next logical thing to finally offer a significant innovation. A new pencil or a bigger iPad alone were not relevant enough."
We have mental images of Jony Ive lunging wildly at Musk - Tim Cook doing his best to restrain him - the moment Musk starts trash-talking the pencil.