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The company marches to its own iTunes, spending little on lobbying, rarely joining trade associations and, in a pattern that’s become more pronounced this summer, refusing to negotiate or settle in many lawsuits.
Experts say Apple’s tried-and-true approach is starting to backfire, as the company has already taken at least one big hit in a high-profile e-books trial. A recent landmark D.C. appearance by CEO Tim Cook may reflect a new reality for Apple: that direct engagement with lawmakers, regulators and rivals is more effective than trying to remain above it all.
“It’s inevitable,” said a top Washington consultant who works with major tech brands. “Everybody gets a shot at being a fair-haired boy and that can keep the regulators away for a while. But nobody stays favored forever. That’s why you need friends.”
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I'm not sure I like what they are implying. In the ebook case, Apple broke the law, plain and simple.