Douglas Rushkoff : Smartphone patent wars seem about human behavior , not just phones . Or what if every typewriter company had to develop its own layout of letters ? He says Apple defending its power button makes sense ; it 's so distinctive . But things like pinch and push technology may have made leap into collective consciousness . Others : When Apple 's patents affect our own behavior , they 're fair game .
Douglas Rushkoff : Smartphone patent wars seem about human behavior , not just phones . He says Apple defending its power button makes sense ; it 's so distinctive . But things like pinch and push technology may have made leap into collective consciousness . Others : When Apple 's patents affect our own behavior , they 're fair game .