The value of the free publicity generated by this fight, measured according to what the equivalent ad time/space would cost will exceed the amount paid by both companies in the legal fight.
And "iPhone" will be much more of a household mega-name no matter the outcome. They should begin acting like Rosie and the Donald to get a free segment on every celebnewsfotainment show. A food fight in the company cafeteria would work, rig up the security cameras just right for the opposing lawyer/actors.
