The whole article is sarcasm laid on with a trowel by people who would probably be willing to chase all the media exposure and legal avenues available to them if Apple doesn't play nice from here on in.
I would love to be a fly-on-the wall at the Apple meeting where they are forced to discuss this.
It doesn't matter that Apple are a big company: they're still subject to the same rules as anyone else. This is by far the best way to have this issue resolved. Talking to people usually works a lot better than spamming them with legal documents.
