Apparently experiencing what Adobe Systems called the “full Web” on mobile devices isn’t so important after all.

In what appears to be a momentous about-face, Adobe Systems is scrapping its high-profile effort to bring its Flash Player software to smartphones and tablets, Jason Perlew at sister site ZDNet reported today. Such a move would mean Adobe’s pragmatism won out over ambition.

The move, if confirmed, would undermine a selling point many Android phone makers had used in an effort to stand out above Apple’s iOS devices, which barred the plug-in.