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If I were you I'd send them a cease and desist letter

Why? Just out of pure hate or dislike for apple? A request to show a link to the website under the image would be better imo.

He could always play dirty and just print the website on the bottom of the image but I don't see how this or the c&d will help his site.

I don't see why putting your url on your own content is 'playing dirty', but displaying someone's stuff without telling them you're doing it or even attributing it sure is.

This is as though Apple were hotlinking his images -- they are being consistently used in a setting besides that which was originally intended, without permission (or even attribution).

That's assuming he wants them to cease and desist. Apparently he doesn't and thinks it's really cool.

Just because you can do a thing, it does not necessarily follow that one must do that thing.

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