Popular-fruit-starting-with-A computer company

How can someone this clueless get a job writing for tech magazines?

John Dvorak is talking about the Apple versus Apple lawsuit: the Beatles versus Apple computer. Here’s his solution:

In an effort to save the money, though, I would suggest that the company change its name for good. Offer a million dollars to the public-at-large in a competition to rename the company. That would do the job and get the publicity needed for it to be promotional. Why not?

Last time I checked, Apple’s brand was worth $8 billion and growing. Apple Computer, that is. Apple Corps is, of course, not on the list.