Reading this reminds me of a Steve Martin line in one of his songs: "Criticize things you don't know about."
Disclaimer: Not a lawyer.
Someone tried to explain this, but apparently most of you didn't understand it.
Apple has trademarks that are literally worth billions of dollars. There are reams of case law regarding what someone has to do to protect a trademark. For example, let's say I own trademark XYZ and a company creates a product called XYZ. After 10 years, XYZ product becomes hugely successful. I now sue for infringement. The courts will ask, "why didn't you sue when you first became aware of the infringement? It appears that it is only the fact that this trademark has become valuable that is motivating you. If you weren't concerned before, why are you concerned now?"
I would have to demonstrate all kinds of things including that I was being damaged by the infringement. But, the key fact here is that I didn't try to proactively protect my trademark. I hate all the suits, but you have to understand that if Apple lets even one of these go, it opens the door for someone to take control of an asset that they have spent billions creating. Now, you may say it's only a name, but trademarks can be extremely valuable.
This is not a case as many of you suggest that Apple is a bully or conceited, or whatever. Apple is a business that needs to protect its assets, and the way to protect a trademark is to actively pursue anyone who infringes. Yeah, it might seem crappy to go after a grocery store, but it's not because they are jerks, it's because they a cautious about a billion dollar asset.
The Mexican court made the right call, but so did Apple in bringing the suit. No one will be able to claim that Apple has not proactively protected the iPhone trademark. I wouldn't be surprised to find out that Apple knew they would lose. But rather than paying off the iFone, sued first to establish that they are actively protecting this trademark. There are times when bringing a lawsuit isn't cost effective (at least in the short run), but gives you many other benefits.