Sony, once dubbed the King of the Arrogant people, says that it has handed over its crown to Apple.

The outfit got a lot of bad press mostly due to comments made by individuals like Sony Computer Entertainment CEO Ken Kutaragi, such as when he suggested that the PS3 was for people who were willing to work more hours to afford it.

However since it changed its media campaign to avoid such gaffs it is managing to leave behind the perception of being arrogant. Speaking with the Brisbane Times, SCE Australia managing director Michael Ephraim said that he didn't think Sony was arrogant anymore.

“However I think we can name a company that is a fruit that is in the news a lot about their arrogance, I think they have taken the mantle from us, if we were ever arrogant!," said Ephraim.

He was referring to Jobs' Mob, which has indicated that it is going to be heading into Sony's games space soon.