Rumours that Google is planning to bring its excellent Google Now application to iOS devices gained a little credence for a couple of hours on Thursday, when company chairman Eric Schmidt dropped a pretty big hint that the app had been sent to Apple for approval.
However, the plot was soon to thicken.
The popular personal assistant app, which brings users information prevalent to their location - such as traffic, weather, photos and attractions 0 has been a revelation since it landed on Android Jelly Bean last year.
And when, earlier on Thursday, Schmidt, a former long-time Google CEO, was asked about the possibility of Google Now hitting the App Store, he responded by saying "you'd have to discuss that with Apple."
He added: "Apple has a policy of approving or disapproving apps that are submitted into its store, and some of them they approve and some of them they don't," intimating that the only thing holding up the iOS launch was Apple's infamous approvals process.
Before Phone and iPad users have chance to rub their hands together in anticipation of accessing one of Android's most popular features, Apple appeared to put the kibosh on the launch. The company told CNET it was yet to receive any submissions for Google Now.
Apple's swift rebuttal of Schmidt's comments is another sign of the former allies' frosty relationship getting ever frostier. Schmidt has been known to stir up the war or words in the past and we wouldn't be surprised if this is another attempt to get under Apple's skin.
It's also possible that Schmidt has got his timings wrong and that the app is about to be submitted to Apple. Or is Apple telling porkies? Let us know your thoughts in the comments below.