People put stickers on their things for purposes which generally don't sync up with Apple's brand aesthetic. I'm confused that this happens when Ive has MORE control in this realm.
This, along with the Beats acquisition, seems to point towards a shift from delivering innovation and more towards marketing to kids - which is a valid business proposition. Sticker bombs and colorful headphones are middle school. Apple has to balance it's aspiring Bauhausian creative class against its next generation of buyers.
In a large, case-control study of Apple product owners, it was shown that professional creatives were less likely to put stickers all over their tools of production since they were trying to get things done and carry a message of precisely and cleanly delivered works of inspiration.
If the message is, "I <3 APPLE! like everybody else!" the play is heavily tilted towards emotional ties and peer pressure. These aren't messages of productivity, social connectedness, innovation, etc. They are about your personal connection to a product.
In teaming with IBM, I guess they'll have Big Blue carry their boring productivity message and Apple can focus on OMG FUN! stuff.