“Apple Inc. does not allow iPhone purchasers to use the device as they wish, but as Apple Inc. intends. Dear and fundamental as our cellphone has become to each of use, almost like an extension of our personhood, we don't so much own our phone as lease it under inflexible company made restrictions. Avis is not going to let somebody rebuild a core engine during the term of the rental, right? Well, Apple doesn't want its customers so much as looking under the hood, let alone tinkering with anything.”