They say imitation is the sincerest form of flattery - Parody is also usually good news. Grand Theft Auto IV makes fun of Apple a bit and the Apple iPhone inside the game.

Screenshots of the Apple Easter egg appeared on flickr uploaded by Dylan Unutmaz.

The GTA IV makers Rockstar Games call Apple "Fruit" and advertise the iFruit phone with no buttons, no reception, no storage capacity and all ego.
More details on TUAW.

GTA IV already broke the 1st day sales record in the UK and Techdirt already argues that the GTA IV launch will impact the box office success of the Iron Man movie negatively this weekend.