Spacescreamer said:
If they were that concerned, they shd have responded when the attempts were on to restore the phone.
Secondly, the letter they sent for picking up the unit.. was pretty much docile and to the point.
I say docile cuz it never had any trace of impending action which might have been initiated.
Once they got the phone back, BAM!
now they would unleash their actions for a free round of publicity.
What are you talking about?
You do understand, that even when the story broke out... Apple couldn't file complaint right next hour? Without checking all the legalities and the possible actions they can take? Not to mention, the court going over filed details and issuing appropriate warrants or clearance for PD to take action?
The letter sent to Gizmodo was by Apple legal department, requesting the return of said item. It was direct interaction from Apple to Giz. Remember, Apple hasn't filed legal action against Gizmodo, but had filed a complaint for investigating the whole charade that happened and the way it went down. From unknown guy getting his hands on phone to selling it to Giz, and Giz willing to pay for it with full knowledge that they are paying for something that doesn't belong to the said unknown guy or them. It's an unannounced product, it's a rightful property of it's makers and it's unethical to buy it. But at the moment the only thing that Giz could see was "Scoop of the year" and "massive boatload of page hits".
This is not a civil case, neither this is about the numerous stories Giz posted over the week... it's about a lost/stolen property, which in this case is a unreleased or unannounced flagship product by a high-profile company. This is a criminal investigation, not a civil action suit and the nature of investigation is decided by court. Giz had to return the phone one way or the other... the only good thing probably they had going for them that they returned it before PD action took place. Imagine if the PD had seized the phone from/on Gizmodo's propery (office or editor's home). The Gizmodo's involvement in this case just the part of it and many other will get investigated by PD over the time, including the truthfulness of story of the guy who lost and the one who got it. This is not directly targeted at Giz, but they are gonna get sucked in the flow cause they went too deep in the river, when the sign clearly said, "Do not swim".
Plus, I don't care how Giz wanna spin it... but publishing the Apple employee's name in article was really a stupidest thing to do. The said guy, is supposedly still at Apple and not removed from his job... but imagine the kind of ridicule he is going to face in future. He probably promptly reported the loss at Apple and that might have resulted in remote wipe, but his credibility is now badly F'ed up. Funny thing, they didn't post the name of the dude they paid to, to get the phone.... or maybe I missed it.
And those who think that Apple is getting free publicity out of this... get real. It's not doing any good for them, neither they need it. It's already proven (by Apple hater's themselves) that Apple is marketing genius, they know to market well without going for such free publicity route. As a matter of fact, the amount of details that has gotten out on the device is not really good for them, cause now they lost hype around the actual announcement event. Not to mention, now their competitors know quite well what to look forward to prepare the anti-iPhone campaign accordingly.