Users and tech pundits howl in outrage as Cupertino tries to push its Web browser onto Windows users, with Mozilla's CEO sniping that Apple's move "borders on malware distribution practices." Did Apple do wrong?

So here's what happened: Starting early last week, the Windows version of Apple software update application dutifully notified users that a new version of iTunes was available for download. Nothing strange there.

But tempers flared when users noticed that Apple Software Update had also teed up Safari 3.1 for installation, even on systems that didn't already have Safari installed. If you click "Install" without paying attention, you'll get Safari whether you want it or not.

The controversy peaked on Friday, when the CEO of Mozilla—the company that distributes the open-source Firefox Web browser—fired a warning shot at Apple for essentially pushing Safari on Windows users:

Apple has made it incredibly easy—the default, even—for users to install ride along software that they didn't ask for, and maybe didn't want. This is wrong, and borders on mal ware distribution practices.

It's wrong because it undermines the trust that we're all trying to build with users. Because it means that an update isn't just an update, but is maybe something more. Because it ultimately undermines the safety of users on the Web by eroding that relationship. It's a bad practice and should stop. [From CNET News.com]

Of course, Mozilla CEO John Lilly isn't exactly a neutral observer here. Firefox competes with Safari for browser market share, so any Safari loss due to the controversy would be Firefox's gain.

That said, he's onto something—but not for the reason he thinks he is.

On the one hand, I do think it is up to users to be aware of what they're installing. In this case, the Safari installation is listed right there in the Software Update window, and skipping Safari is a simple matter of clearing the checkbox. Clicking "Install" without a second thought is like signing a contract without reading it—and you're not dumb enough to do something like that, right? (Right?)

Nevertheless, Apple did cross the line here. Its crime? Getting caught acting like a typical tech company, not the friendly, enlightened—and most of all, trustworthy—entity played by Justin Long in those smug, annoying "Apple vs. PC" ads.

I'm sure there was a big debate about the little Safari checkbox at Apple HQ, and it appears that in the end, gaining a bit more market share was deemed worth any loss in user goodwill.

And hey, that's business. But if you mistake Apple for your warm, fuzzy buddy on the basis of those folksy TV commercials, well... get ready for disappointment.