Apple Thoughts: Is Apple Too Touchy?

"Everywhere one turns nowadays it seems that Apple is being accused of being too touchy."

So is this a matter of protecting the brand or is Apple being too touchy when it comes to humor about it's iPhone? I thought the video was hilarious and that she was just poking fun, but apparently Apple didn't see it that way so Ellen issued an apology the day after airing the above commercial. Apple was upset over the implication that the iPhone was hard to use, but I think they need to consider the source. What are your thoughts?