Apple (AAPL) thought it could get away with a snarky apology when a UK court demanded it issue a public retraction of claims Samsung’s (005930) tablets ripped off the iPad, but Judge Robin Jacob would have none of it. The judge ordered that Apple pull the ad it ran quoting the ruling that Samsung’s slates are “not as cool” as Apple’s, and Apple complied this week. Beginning on Friday, a new advertisement ran in The Guardian newspaper that is much more matter of fact and omits snark completely. The full ad, which was posted on Twitter by Dr. Simon Wells, is pictured above.

Zach Epstein has worked in and around ICT for more than a decade, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.