When Microsoft purchased Nokia’s Devices and Services business a few weeks ago, Steve Ballmer sent an email to Microsoft employees that split the rationale for the purchase into four areas – accelerate phone share, strengthen overall opportunity, smart acquisition and strong execution plan. Not featured on the list? A strong Twitter snark initiative.

As you may have heard, Apple just unveiled their new iPhone 5s and there’s a gold one! Just like we all knew there would be!

Nokia UK took the gold phone announcement as an opportunity to make fun of Apple. Yes, Nokia is making fun of Apple – on Twitter.

The first tweet suggests some sort of…well…design coincidences when it comes to Apple’s new lower-cost device, the iPhone 5c (which happens to come in 5 new colors).

Thanks, #Apple 😉 pic.twitter.com/x4w3r8Ghcy

— Nokia UK (@nokia_uk) September 10, 2013

And the next tweet attempts to capitalize on the Breaking Bad craze by suggesting that Heisenberg would never use a gold phone. Except they call him a real gangster. I dunno about that, guys.

"Real gangsters don't use gold phones." pic.twitter.com/yurtFf3TML

— Nokia UK (@nokia_uk) September 10, 2013

Anyway, shots fired I guess? As you might expect, the strategy has kind of backfired:

@nokia_uk Not sure real gangsters take orders from Microsoft subsidiaries either, though?

— Antonio Lulic (@AntonioLulic) September 10, 2013

@nokia_uk they don't use Nokia either.

— Mr. Shri (@MrShri) September 10, 2013

Read more about today’s Apple Event here.

Image via Apple.com