Software developer Adobe Systems is halting development of its Flash Player plug-in for mobile devices.
The multimedia software is used to run movies, games and other applications.
Adobe says it now believes the alternative HTML 5 technology offers the "best solution" because it is "universally supported".
The Flash plug-in works on Android devices and Blackberry’s Playbook tablet, but Apple barred it from iPhones and iPads.
"We will no longer continue to develop Flash Player in the browser to work with new mobile device configurations (chipset, browser, OS version, etc) following the upcoming release of Flash Player 11.1 for Android and Blackberry Playbook," a statement published on Adobe’s blog says.
"We will of course continue to provide critical bug fixes and security updates for existing device configurations."
Adobe adds that it will still support third party Flash developers who use its Air product to package their software for various app stores.