Sony Computer Entertainment Australia's Michael Ephraim said that, well, Apple's become arrogant. To be fair Micky - they're kind of allowed. Didn't they just overtake Microsoft as the biggest computing based company in the world? That's no minor feat.

Speaking about SCEE's advertising direction, Ephraim noted:

Our campaign in Australia is in line with Europe, and we really love it, it’s called ‘the game is just the start’. It really is saying that the games are just the start, look at all these other things.

“But I don’t think we are arrogant anymore. I think we can name a company that is a fruit that is in the news a lot about their arrogance, I think they [Apple] have taken the mantle from us, if we were ever arrogant! I don’t think we were arrogant.”

A needless comment from Mr. Ephraim with a little too much honesty. We think his intentions are harmless, but we could do without the slew of blog headlines about Sony being arrogant and the like. You know. Plus, you never mess with the iPod.