In a new promo video for 'The X Factor USA' Cowell's team have decided to take a not so subtle swipe at the rival show.
During the thirty second clip, the voice over reads: "Other singing competitions choose their talent sight unseen but to win $5 million it takes the whole package."
"See what they've got onstage and off and go where no singing competition has gone before."
Now if that's not fighting talk we don't know what is.
[Related Story: Simon Cowell admits to Britney meltdown]
Last week, Simon vented to Ellen DeGeneres about 'The Voice's' last minute rescheduling.
He said: "They got wind of how good our first episode is. Britney, I have to say is amazing, as is Demi. And they have done this because they don't want people to see them on the show.
"My gut feeling is that it is going to backfire on them because you don't mess with the audience."
Unfortunately for Simon, his gut was very much wrong after ratings revealed that 'The Voice' had drawn in 10.7 million viewers to the 'X Factor's' 7.5 million.
We understand Simon's plight, but is this really the way to go about gaining viewers?
We'll just have to wait and see.