They really think they invented multitouch, rounded corners, that popularisation = invention, that their inventions are worth $30 per handset while everybody elses are worth $1, and that they occupy a special place in the world that exempts them from rules others must follow. Thus I don't actually see them in the "spoilt toddler" mode, rather more like an autistic adult person behaving rationally in a world that constantly baffles them because they have a different internal model of its rules. And I even see this as possibly essential to their success - you can't create products that defy conventional expectations unless you are slightly crazy - "the people who are crazy enough to think they can change the world, are the ones that actually do" truly fits. Of course, this doesn't absolve them of anything, now that they occupy such a position of power in the world they need to grow up and live in reality.