A good-faith attempt was not made, IMO. A manager of an Apple store certainly would have been a good person to return it to. A note to Steve Jobs would have gotten their attention, and it's not like no one has his email address.
You're right that the finder did the most wrong thing here, by selling the lost phone (at which point, IMO but IANAL, the phone was stolen because the finder no longer had any intention of making any further effort to return the lost phone to the rightful owner). However, Gizmodo/Gawker/Chen are not blameless as buying stolen goods is itself a crime.
You're right that the finder did the most wrong thing here, by selling the lost phone (at which point, IMO but IANAL, the phone was stolen because the finder no longer had any intention of making any further effort to return the lost phone to the rightful owner). However, Gizmodo/Gawker/Chen are not blameless as buying stolen goods is itself a crime.