Apple tends to be fairly ruthless in their dealings with other companies and act without remorse (like many other companies, Samsung of course included) and it's become the only way to survive in the horrific world of IP law suits.
Unfortunately, the class you mention tends to be overshadowed by this. Apple can't afford to be classy, if it gives up it's bullying ways for even a short period of time, it will find that Samsung responds not in kind, but will sense weakness and launch an even stronger offence.
What we have now is a case of mutually assured destruction, eventually both companies will be so wrapped up in legal dealings and spiteful actions that they will lose sight on what's really important: giving your customers cool and functional gadgets to play with, which as well as being bad for both of these companies is also bad for the industry and we, the consumers.
You can be ruthless AND classy, they're not mutually exclusive.
They were ordered to give an apology, and instead forwarded a conceited, weasley worded temper tantrum. There's nothing ruthless about that, it's something toddlers do every day.
So far Samsung only fights with Apple with whole slew of superior products. Well... also Samsung marketing makes fun of Apple marketing if that counts as a fight.
And brings legal actions around the world wanting injunctions against Apple products for infringing standards essential patents or did you miss that?
Apple is certainly no angel but if you think Samsung is a company with no ethical concerns or that it isn't a ruthless competitor you haven't been looking very closely. [No very large company is completely free of ethical issues. I'm not aware of Samsung being over the line to the extent that I wouldn't work for them on that basis.]
