"I'm going to destroy Android, because it's a stolen product," he said, according to biographer Walter Issacson. "I'm willing to go thermonuclear war on this."
Apple has not quite gotten to nukes, but it has taken aim at Google and pulled the trigger.
It launched patent lawsuits against Google's Android hardware partners, HTC in 2010 and Samsung in 2011.
It challenged Google on its home turf, advertising, with the introduction of iAd.
It began working with mobile carriers beyond AT&T in the United States to limit Android adoption in markets where it had withheld the iPhone.
And it launched iCloud.