Sometimes trademarks don't matter much and everyone can happily and informally settle the question. But it quite possible for a given trademark to be the main asset of a small business and thus when a larger business can happily use "informal" methods to take possession of that trademark, it would qualify as bullying - if you can get away without lawyers, it's actually worse bullying in this cases since you don't need any legal standing.

I don't know the exact story here - I'm just reacting to a claim that Apple informally deciding everything is inherently fair.