Earlier this week, The New Yorker posted a detailed profile of Senior Vice President of Design at Apple, Sir Jonathan Ive. In the article. Ive criticized Motorola for providing consumers with the option to “make it whatever” they want.

While Ive did not call out Motorola explicitly, he made it clear through his words that he was talking about the company and more specifically — its Moto Maker functionality. He even went as far as saying that Motorola is “abdicating your [its] responsibility as a designer” by doing this.

Now, in an interview with the BBC, Motorola’s President Rick Osterloh has lashed back at Ive. He said that Motorola believes that the end consumer “should be directly involved in the process of designing products.” Osterloh then proceeded to criticize Apple for charging “outrageous prices” for their devices, which he thinks is not the future.

“We do see a real dichotomy in this marketplace, where you’ve got people like Apple making so much money and charging such outrageous prices. We think that’s not the future,” he said.“

For comparison, Apple charges $649 for the 16GB iPhone 6, while Motorola charges $399.99 for the 16GB Moto X.

It is kind of ironic that Ive criticized Motorola for offering options to consumers especially since the company is taking a similar approach with its upcoming Watch.