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In the smartphone world, commercials aren't the only way companies are targetting the competition. Apple is now suing HTC, the company that makes phones running Google's Android operating system, for allegedly infringing 20 iPhone patents.

We look at perspectives from the Wall Street Journal, CNBC, Technologizer and The Atlantic.

The Wall Street Journal's Nick Wingfield says HTC's growing success is a threat to Apple's leading spot in the smartphone market, pressuring the company to act or take a hit.

"Apple is obviously increasing their market share very significantly, but all of the analysts estimates look at Android and the trajectory of that phone and predict that it's going to be a very signficant portion of the smartphone market."

But this suit may go far beyond HTC.  CNBC's Jim Goldman reports the suit aims more at Google's advances into the smartphone market than at HTC. Goldman says a win against HTC could give Apple an advantage in a future court battle against the search giant.

"So, why go after HTC first? Well simple economics really, Apple's got deeper pockets and stands a better chance of outlasting HTC in court, or sealing some sort of settlement to establish a precedent. If that gets done, Apple stands a better chance of victory against Google and its much bigger cash war chest."

Technologizer.com talks to an associate law professor at New York Law about other possible repercussions if Apple wins the case.

“Apple wants to prevent anyone else from making smartphones that compete directly with the iPhone ... It will raise prices and lower quality in the smartphone market ... Apple might be attempting to eliminate a source of 'generics' from the market in order to protect its iPhone revenue stream, which ... may be critical to the company."

But The Atlantic supports Apple's move, saying the company has to protect what makes it successful.

"Apple is known for its creativity. If Apple cannot protect the creativity side of [the market] it also isn't good for consumers ... When molded together, it could be argued that the patents are the essence of the Apple machine."

Will the suit leave HTC and smartphone consumers in the dust, or should Apple's patents offer more protection? 

Writer: Liz Reed

Producer: Newsy Staff