By Jonathan Davies

The boss of Motorola has criticised Apple's prices, describing them as "outrageous".

Rick Osterloh's hit back after Apple lead designer Sir Jonathan Ive claimed that companies that allow customers to choose the colour of their smartphone, as Motorola does, are "abdicating responsibility as a designer".

Sir Jonathan did not name Motorola, but Motorola release the Moto Maker tool in 2013, which allows customers to customise their products.

“Our belief is that the end user should be directly involved in the process of designing products,” Mr Osterloh told the BBC on Wednesday.

“We’re making the entire product line accessible. And frankly, we’re taking a directly opposite approach to them [Apple].

“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."

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