Reuters and AP are reporting that Apple has retaliated against the publisher of an upcoming unauthorized biography about Steve Jobs by removing dozens of other technology books sold by the publisher from Apple stores around the world.

Apple removed the books last week from all 104 of its stores after failing in a month long attempt to persuade John Wiley & Sons not to release "iCon Steve Jobs: The Greatest Second Act in the History of Business," which is to go on sale within the next six weeks, the publisher said.

It’s a strategy that experts in brand management say is likely to backfire, only adding to the notoriety of Apple’s critics and encouraging sales in countless other bookstores.

What the heck is Apple thinking. First they go after bloggers, now this. Their new Tiger OS is coming out in days. They could have expected great press reviews. But now this is going to mess that up somewhat I predict.

Update: I saw the author, William L. Simon on Fox News yesterday and he confirmed Apple had not read the book before they banned all Wiley materials from Apple stores.