>Their customers spent $400 on a premium product and were sent a virus.
While I agree that Apple's humility is sorely lacking, I would also posit that Microsoft would have you believe that _Windows_ is a premium product and, depending on the variant, it could cost you $400 as well as inviting a broader, more colorful assorment of virii/spyware/sheer operational poo and untold hours of frustration and misery.. all the while offering frustratingly little in the way of visual and aural pleasure.
There are thousands of examples throughout history of the moral high ground not being wielded graciously. I vote iPod.
The iPod Virus: Apple Arrogance