Jobs' reply was simply, "Change your apps name. Not that big of a deal. Steve"

This peon wasn't even worth the hassle of an apostrophe. You see the disparity in how each party views the relationship? The developer's attitude was: "Hey, I've devoted my life to your brand, and I have good reasons why I should be given special consideration as a loyal partner and friend of the company. We can work this out." Apple's attitude is: Get in line or you're fired."

This isn't now how CEOs talk to software partners. This is how CEOs talk to low-level employees or unimportant contractors.

There's a great scene in the upcoming movie, "Me and Orson Welles," in which Welles responds to a fellow actor's complaint that "he is an arrogant, selfish..." with the line: "I am Orson Welles, and every single one of you stands here as an adjunct to my vision. [If] you don't like the way I work here, there's the door."

That, in a nutshell, is Jobs' view of the relationship between Apple and its developer community.

2. Apple products are disposable

Apple makes high-quality, durable gadgets. I've dropped my iPhone many times, and it hasn't got a scratch on it. But don't let that fool you into thinking Apple wants those products to enjoy years and years of use.

Apple expects you to dump your old product and buy the new one just as soon as it comes out. And they don't expect you to sell the old one to someone else. There's no such thing as an old Apple product. There is only the current Apple product, and trash.

Phones similar in size to the iPhone, for example, typically have a removable battery. A battery that can be replaced is just common sense, given that batteries rapidly lose their ability to hold a charge after a few hundred charges. But iPhones are not designed to last. They're designed to be used until the new one comes out, then discarded. The same goes for iPods.

iPhone and iPod batteries don't make sense, unless you understand that these are disposable products. They look like fine china, but they're sold like paper plates.