You'd have a point if this was Apple pressing forward with a civil case -- and I don't think anybody would think that would be worth their time.
This is the DA, however, with a criminal case. Not as easily spun.
From a PR perspective...
...It doesn't matter if it's a civil or a criminal case.
...It doesn't matter if Apple has the law on their side.
...It doesn't matter if the 'raid' was all the DA's making and Apple had nothing to do with it.
...It doesn't matter if Giz broke the law.
What matters is how the general public will perceive the story. Not just in the US, but around the world (needless to say, Apple has a global presence).
Again, just look at Pirate Bay. A bunch of scavenging low-lifes in Sweden, running a torrent site. They didn't have anyone's sympathy (save for a few emo kids), they were breaking the law and the entertainment industry was losing billions.
Then one day, the founders of PB were arrested and charged (and later taken to court, where they were found guilty) and police marched in and seized their servers. Overnight, these dorks became heroes, not just in Sweden but half the world was suddenly chanting "Go Pirate Bay go!". The media painted them as victims (as the narrative dictates) and the Swedish government/police/courts were painted as errand boys working for big American corporations.
This story has similar elements:
- A big corporation (by default evil in the public's eye)
- A crackdown executed by law enforcement (barging in and seizing servers, computers etc.)
- A small band of lawbreakers (Gizmodo) who nicked something from the big corporation and "gave" it to the masses
If American media won't spin it the David vs. Goliath way, European media certainly will (Europe is 1/3 of Apple's business), and Apple haters will have a field day. And the zeitgeist/conspiracy bums already have it all figured out: The DA is a dog at the end of Steve Jobs' leash.
Things were much better for Apple yesterday, when Giz was just a broken record going on and on about their iPhone scoop long after their 15 minutes were up.