What it means ?
Fans were angry on iphone $200 cut ( $3 per day early bird tax ). Jobs is returning $100 for iphones brought from Apple stores.
What it says :
Yes, I care people who buy from apple.
Remember the queues in front of Apple stores and AT&T stores. Now for the people who stood in the long queues getting the message : Always buy apple from apple store.
Nice Brand Building
(check http://www.apple.com/ipodtouch/ yet another smart product )