Apple's head of marketing has launched a rare verbal tirade against rival Google, accusing it of failing its customers.

Speaking to Reuters, Phil Schiller (pictured) said that Google's own figures show that just 16 per cent of Android users are running a version that is less than 12 months old. He added: "Over 50 per cent are still on software that is two years old. A really big difference."

He added that he felt it was ridiculous and a disservice to its customers that Samsung is rumoured to be launching its flagship smartphone "with an OS that is nearly a year old," adding, "customers will have to wait to get an update."

The attack comes just hours before Samsung is set to launch what will likely become the biggest selling Android handset over the next 12 months, the Galaxy S4.

It isn't the first time industry figures have pointed out the flaw with Google's hands off approach to which version of Android operators use.

Many have said in private – including senior figures from major anti-virus companies – that it isn't just insulting to its customers; it's also a major security risk and therefore hugely irresponsible.

Schiller admitted that Android is seeing a higher number of activations each day than Apple, but said that: "At Apple we know that it's not just enough to have products pumped out in large numbers. You have to love and use them. There is a lot of data showing a big disparity there."

Pointing to internal Apple figures, he said that the company had found that once a smartphone owner bought into Apple's ecosystem, they are a lot more likely to stay there; whereas it isn't the case the other way around.