Is the new Apple ruthless at its core?

[Commentary] Although federal antitrust officials are reportedly looking into Apple's effort to bar rival advertising networks, it's hard to see how the company's tactics violate the law. Simply put, the iPhone doesn't dominate the smartphone market. The more important question is how consumers will react to the emerging picture of Apple. They may shrug off all these developments because they don't change how Apple's products perform. Or they may decide that the company revered for thinking different has become just another corporate bully.