It's not simple nerve, it's marketing. No one asked for the name change. You're permitted to use the names of real brands and famous people if your story is una

It's not simple nerve, it's marketing. No one asked for the name change. You're permitted to use the names of real brands and famous people if your story is unambiguously fictitious (see: Mad Men). This open letter is just promo for himself and his writing. Perhaps it was planned all along. It might even be why he wrote the thing the way he did in the first place. I'm sure he'd be delighted to receive a friendly letter from Apple or Ive requesting that he please not behave in such a way. O, the drama. O, the pageviews! It's cynical and a bit repellent, but marketing is often like that when you look closely enough. I try not to judge. However: anything named "iHole" should be taken out and shot. I don't care what it is.