Any company that wants to do business with Apple needs to understand how Apple does business. A deal of the magnitude of the Real joint venture would need to be handled delicately, establishing a relationship of trust first, then moving to the details.

Look at the way Steve Jobs worked with the Big 5 to cut the music deal in the first place. Look how Apple has done its best to live up to the DRM standards they promised (much to my disgust at times).

If you want to deal with Apple, you have to spend some time learning how to work with them. And you're not going to bully them in public. It's the only company I know that will sit at the poker table with a pair of twos and raise the bet.