Looks like Apple has decided to pick a fight they can't win - either they shut Fake Steve down and look like trolls, or they back off and look like blowhards. Is this the kind of "insanely great" PR Apple is supposedly known for? I have a hot tip for the blow dried PR hacks at Apple: get out now while the getting is good. You don't really want to end up as the kind of laughing-stock these clowns did.

Of course, they can make life a living hell for "Fake Steve" before they do irreparable harm to their own image:

And you know that if they really want to play rough Apple will just drag this out forever and run up the tab. Another thing to consider is that I'm just one guy, with a job and a family and plenty of other things to worry about; on their side they could easily put two legal douchebags (or five, or twelve, or whatever) to work on this full-time and do nothing but make my life difficult.

So the best Apple can do, if they stay at this, is lose-lose. They already have a permanent Google record of "let's let the lawyers play at PR and see how that goes" to trail after them - the damage will only get worse from here on out.

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